Jon Loomer Digital For Advanced Facebook Marketers Thu, 14 Dec 2017 04:12:04 +0000 en-US hourly 1 Facebook Analytics Funnels: Value of Reactions and Page Actions Wed, 13 Dec 2017 17:08:04 +0000 Facebook Analytics Funnels are great for understanding the value of a post reaction, comment, share, or message. Here is a step-by-step guide to find it...

The post Facebook Analytics Funnels: Value of Reactions and Page Actions appeared first on Jon Loomer Digital.

Did you know that you can use Facebook Analytics Funnels to help uncover the value of an action on Facebook? You can, and it’s pretty amazing.

You probably noticed that I’m on a big Facebook Analytics kick lately. Andrew wrote about 3 Benefits of Facebook Analytics a couple of weeks ago, and I wrote about Facebook Analytics, the Pixel, and Events. That, of course, coincided with a Facebook Analytics Master Class that happened last week (you can still sign up for the recordings).

Why the focus on Facebook Analytics? Because it’s a great tool that no one is using. And I was one of those people until earlier this year. Now that I see what you can do with Facebook Analytics, I’m hooked. One of the main reasons for this new focus: Facebook Analytics Funnels.

Thanks to Facebook Analytics Funnels, I’ve found that the most valuable actions someone can take on my Facebook page are messages sent, “love” reactions, and post comments. This post explores how I uncovered this information, and how you can better understand your own funnel.

Set Up Event Source Groups

To get the most out of Facebook Analytics Funnels, let’s first make sure you have everything set up properly in Facebook Analytics.

Go to Facebook Analytics and set up your Event Source Group at the top left.

Facebook Analytics Event Source Group

Select event sources for your business. Personally, I select my Facebook page and pixel.

Facebook Analytics Event Source Group

By doing this, Facebook can track a single user across Facebook (page, posts, and Messenger) and my website.

Facebook Analytics Funnels and Pixel Events

Before we move forward, understand that the quality of information you can get in Facebook Analytics depends upon your usage of Facebook Events. You use Events to tell Facebook when a purchase, lead, registration, or other conversion happens — as well as the details of that conversion (value, quantity, product).

If you need help with this, read my post for details.

Create Your First Funnel

Click on “Funnels” under Activity on the left…

Facebook Analytics Funnels

If you haven’t created Facebook Analytics Funnels before, it will look like this…

Facebook Analytics Funnels

Click “Create Funnel.”

I recommend you expand the time window at the top left to increase the sample size to provide meaningful results. Consider using “last 90 days” or a custom time period.

Facebook Analytics Funnels

Now you need to add your first funnel step. This will be the top of the funnel — the first action that someone performs.

Facebook Analytics Funnels

The options that appear here will depend upon what source groups you added and the Events that have been registered. Following are the options that appear for me:

  • New User Activity (Any)
  • User Activity (Any)
  • Comments (Page Posts)
  • Shares (Page Posts)
  • Reactions (Page Posts)
  • Bocked Conversations (Messenger)
  • Conversations Read (Messenger)
  • Deleted Conversations (Messenger)
  • Label Added (Messenger)
  • Messages Received (Messenger)
  • Messages Sent (Messenger)
  • New Conversations (Messenger)
  • Add to Cart (Pixel)
  • Complete Registration (Pixel)
  • Content View (Pixel)
  • Page Views (Pixel)
  • Purchases (Pixel)
  • Search (Pixel)
  • Sessions (Pixel)

You’ll need to add multiple funnel steps (at least two)…

Facebook Analytics Funnels

You can edit a funnel step to add more detail.

Refine by parameter, demographics, device info, or web parameters…

Facebook Analytics Funnels

You can also set a time to complete the funnel. If you use this, only those who complete the funnel in the designated time will appear in your results.

Facebook Analytics Funnels

As you can see, the options are virtually unlimited regarding the funnels you can create. So let’s focus on funnels that 1. start with an action on Facebook (reaction, post comment, post share, or message) and 2. end with an action on my website (page view, registration, or purchase).

Post Reaction to Page View

First, let’s get an idea of what post reaction is most likely to result in a page view on my website. For example, are likes an empty reaction? Might people like without clicking the link? Are negative reactions less likely to result in a click?

Let’s get a baseline by creating a funnel of all post reactions to a page view…

Facebook Analytics Funnels

In the example above, about 46% of those who like a post end up viewing a page on my website. That means that more than half of all reactions aren’t leading to a click or page view. And the median amount of time to then view a page on my website is 1.1 weeks. In other words, it’s not in immediate reaction to the post they saw.

But maybe this comes out differently based on the reaction.

The information available by reaction isn’t significant for “angry” (11 people), “haha” (53), or “sad” (11) due to sample size. But if you’re interested, here is the breakdown of page views by reaction:

  • Angry: 36%
  • Haha: 30%
  • Sad: 64%

“Wow” reactions were used a bit more (175 people) and they resulted in a page view 53% of the time.

Facebook Analytics Funnels

“Like” reactions are most common (13,000 people), not surprisingly. However, a “like” doesn’t necessarily mean a user is more likely to view a page of my website. About 46% of likes result in a page view.

Facebook Analytics Funnels

“Love” reactions provide the most interesting results. There are 709 people who “loved” a post, so that’s a decent sample size. Of those who “loved” a post, more than 61% viewed a page of my website.

Facebook Analytics Funnels

Post Reaction to Registration

As you might imagine, sample size will become a bigger issue when we move from page views to registrations. At the same time, there is enough data to learn something here.

Of the 13,000 total people who offered a post reaction, 1,000 (7.7%) would result in a registration on my website.

Facebook Analytics Funnels

Understand that most page posts are not promotional. They are most often links to blog posts. So this conversion percentage doesn’t reflect a direct conversion rate for the promotion of an opt-in. Instead, it reflects the likelihood that someone will register eventually for something if they provide a post reaction.

None of the 11 people who shared “angry” reactions would register on my website. That’s not a big surprise, but it’s interesting to get that confirmation.

Two of the 11 “sad” people would register. While that’s a nifty 18.18%, I wouldn’t consider the results to be significant due to sample size.

Only 1 of the 53 “haha” reactions resulted in a registration (1.89%). Small sample size, but still rather significant. The “haha” is not productive.

A total of 13 of the 175 “wow” reactions (7.43%) resulted in a registration. Now we’re getting somewhere.

Of the 13,000 post likes, 971 (7.63%) would result in a registration. I’d consider that significant!

Facebook Analytics Funnels

How about “love”? Once again, it’s the top performer. This time, 68 of the 709 people (9.6%) who “loved” a post ended up registering on my website. Feel the love!

Facebook Analytics Funnels

Post Reaction to Purchase

Sample size becomes a bigger issue when we measure post reaction to purchase, but let’s take a look and see what we can make of it.

Of the 13,000 people who reacted to a post on my Facebook page, 86 of them (.65%) resulted in a purchase. Once again, this isn’t a conversion rate for promoting product since I disproportionately promote content. However, it gives you an idea of how many of those who react ultimately buy from me after the fact.

Facebook Analytics Funnels

No sales came from the 22 combined “angry” and “sad” reactions.

The “haha” reaction resulted in a single sale (likely the same person who registered).

“Wow” was productive as sales resulted 1.71% of the time. However, with total sales of 3, one or two sales here or there significantly impacts the results.

Facebook Analytics Funnels

The “like” reaction was most common, and it resulted in 83 sales (.65%).

Facebook Analytics Funnels

Finally, the 709 “love” reactions resulted in 7 sales (.99%). Somewhat more significant than “wow” due to sample size. Consistently more valuable than “like.”

Facebook Analytics Funnels

Facebook Analytics Funnels: Post Comments

Now that we have an understanding of the impact of post reactions on website actions, let’s take a look at some other options for the top of our funnel. First, let’s look at how often a post comment results in a page view, registration, and purchase.

There were about 2,000 people who commented on one of my page posts. About 58% of them would then view a page on my website. You may recall that the “love” reaction resulted in a view 61% of the time.

Facebook Analytics Funnels

A post comment resulted in a registration 7.81% of the time. This is consistent with the value of a post like (7.63%).

Facebook Analytics Funnels

Finally, 1.07% of post comments resulted in a purchase. This is the most significant result of a comment as it surpasses both the “like” and “love.”

Facebook Analytics Funnels

Facebook Analytics Funnels: Post Shares

There were about 2,000 people who shared one of my blog posts. Let’s take a look at the likelihood of these people to view a page, register, or purchase…

  • Page View: 50.08%
  • Register: 8.71%
  • Purchase: .55%

Facebook Analytics Funnels

I find this surprising. While a post share is valuable because it results in more people seeing it, this action doesn’t make the person sharing the post any more likely to ultimately view a page, register, or purchase.

Of the three, only the registration happens at a higher rate than post comments. Meanwhile, the post “love” outperforms shares in all phases.

Facebook Analytics Funnels: Messages Sent

One more, okay? I’m curious if those who send me a private message are more likely to perform these actions. There were a total of about 4,000 people to do so.

Here’s how they break down:

  • Page View: 62.17%
  • Register: 5.98%
  • Purchase: 1.31%

Here, those who send me messages are very likely to view a page of my website and purchase, at least compared to all other actions. For whatever reason, they aren’t more likely to register.

Facebook Analytics Funnels

It’s possible that this is at least partially attributable to staff being likely to refer people messaging us to either a blog post or a product.

Now What?

We could do this all day, right? So, what can we do with this information?

Well, here’s a breakdown of the top performers by website action…

Page View:

  1. Messages Sent (62.17%)
  2. LOVE (61.07%)
  3. Post Comments (58.44%)


  1. LOVE (9.59%)
  2. Post Shares (8.71%)
  3. Post Comments (7.81%)


  1. Messages Sent (1.31%)
  2. Post Comments (1.07%)
  3. LOVE (.99%)

Based on this data, it would appear the most valuable Facebook actions for me would be messages sent, post comments, and the “love” reaction. It provides perspective on the value of the activity I’m getting on my Facebook page. I should value messages sent, post comments, and “love” over others.

We could actually take it a step further and start assigning a value to each action. I know that there have been more than 3,700 total comments on a post during the evaluated time period, leading to 82 purchases for $13,200. We could then roughly value a post comment at $3.56.

Facebook Analytics Funnels

These examples are just scratching the surface. I encourage you to build your own funnels. If you have the volume, you can even filter post comments, shares, and reactions by the actual post…

Facebook Analytics Funnels

Metric Benchmarks

I know what one of the first questions I’m going to get on this: “What benchmarks should I use for my funnels?”

Be careful here. There is a long list of factors that contribute to the numbers I’m getting here. Type of content I share, quality of audience, advertising, level of focus on conversions, email funnels, industry, audience overlap between Facebook and my website, and a whole lot more.

My numbers are neither good nor bad. They are simply my numbers and should be taken in context with everything I’m doing. You should do the same with your own numbers.

Your Turn

What was intended to be a simple blog post became complicated in a hurry. The bottom line is that you can uncover some valuable information within Facebook Analytics Funnels. You just have to be willing to dig!

What types of funnels are you creating within Facebook Analytics? What surprising results are you finding?

Let me know in the comments below!

The post Facebook Analytics Funnels: Value of Reactions and Page Actions appeared first on Jon Loomer Digital.

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Facebook Analytics, the Pixel, and Events Sat, 02 Dec 2017 23:16:47 +0000 In order to take advantage of Facebook Analytics, you need to use pixel Events. Here are details on how you can use Analytics and how to set Events up...

The post Facebook Analytics, the Pixel, and Events appeared first on Jon Loomer Digital.

Facebook Analytics is a terrific tool that not enough marketers are using. Andrew Foxwell documented a few of the benefits recently. But, how do you get the most out of it?

In this post, I’m going to provide a few examples of some powerful Facebook Analytics reports and how it all comes back to the Facebook pixel and Events. Ultimately, I’ll help you understand how to get those Events set up so that you can start getting the most out of Facebook Analytics today.

Let’s dive in…

Examples of Facebook Analytics Reports

Andrew provided a couple of examples in his post of reports that you can create with Facebook Analytics. Let’s detail a few more ways you can use it.

Here’s an example of a funnel from a Facebook post comment all the way through a website purchase…

Facebook Analytics

Maybe you want to know how much a typical visitor is worth. Well, here’s a look at Customer Lifetime Value over time…

Facebook Analytics Customer Lifetime Value

You could also look at a breakdown of age, gender, and country by purchase value…

Facebook Analytics Breakdown

Go ahead and create a cohort of those who registered and then eventually purchased a product…

Facebook Analytics Cohort

Not sure how long people stick around? Here’s a look at user retention following the initial interaction…

Facebook Analytics User Retention

Who are your best customers? Well, run a breakdown of the demographics of those who make a purchase to view info based on age, gender, country, city, language, and more…

Facebook Analytics Demographics

Here’s a comparison of the stickiness between those who registered for something and those who made a purchase…

Facebook Analytics Stickiness

Amazed yet? Well, this is just a sampling. You can add limitless segments and variables to find every possible needle in the haystack.

Facebook Analytics, The Pixel, and Events

At this point, you might be thinking… “Wow. Amazing. But creepy. How in the world does Facebook know all of this?”

I have one word for you: Events.

When people think of Facebook Events, they usually do so in connection with Facebook ads. Events are snippets of code (added outside of the Facebook pixel) that help Facebook identify when a specific “event” occurs.

For example, you create a “Purchase” Event. That code is added to the confirmation page signifying a purchase has completed. That page loads. Facebook knows that a purchase happened.

Events that you can create:

  • Purchase
  • Generate Lead
  • Complete Registration
  • Add Payment Info
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Search
  • View Content

In each case, you can add parameters (conversion value, currency, content ID, etc.) to provide more details. For example, the purchase was for Product X and the value is $100.

Typically, you’ve added the Facebook pixel and Events for your advertising. This allows Facebook to track how many conversions occurred (was the campaign effective?). It also allows Facebook to optimize for a particular conversion.

But we haven’t been able to use this for organic activity. Paid engagement may make up a small percentage of your traffic, registrations, and purchases. Facebook Analytics, of course, doesn’t care whether the activity was paid or organic.

Making more sense? Yeah, you need to take advantage of Events.

Set Up Facebook Events

Hopefully, you now see how important it is that you add Events to utilize the powerful data within Facebook Analytics. Let’s do that!

If you haven’t installed the Facebook pixel on your website yet, there are numerous ways to do it (click that link for a few). At the moment, I use the Pixel Caffeine WordPress plugin (it’s free). Do whatever is best for you.

Just installing the pixel, though, isn’t enough — at least if you want to take advantage of Facebook Analytics. As mentioned above, you also need to be sure to use Events.

To utilize Events, you’ll need to inject code (in addition to the base Facebook pixel code that should already be on your website). As a result, when someone loads a page with an Event code on it, Facebook can report that the Event has occurred.

While viewing your pixel, click the “Set Up” button at the far right.

Facebook Pixel Set Up

If you use an integration or tag manager (Google Tag Manager, Shopify, WooCommerce, etc.), great. Click that option for instructions on how to get everything set up.

Facebook Pixel

But otherwise, click to “manually install the code yourself.” In the second step, Facebook provides information for adding your Event code.

Facebook Pixel Events

Example: Set Up Purchase Event

We could go through every Event, but it’s not necessary. If you understand how to set this up for one, you’ll understand it for them all. Let’s start with a purchase.

Click the option for “Purchase.”

Facebook Pixel Events

The nice thing is that as you add info for parameters, Facebook spits out the code you’ll need to use. Above is what I’d need for the purchase Event for my Facebook Analytics training program.

Then Facebook provides details on where specifically to add that code (after the opening BODY tag)…

Facebook Pixel Events

You can also test it after adding the tag to make sure it’s working.

Inline Events

Are there examples where users aren’t redirected to a confirmation page? In that case, you’ll need to generate an inline Event. These Events execute when a button is pushed.

At the top of Event creation, you’ll see the option for “Track Event on Inline Action.”

Facebook Pixel Events

You will then be shown the inline code to use…

Facebook Pixel Events

Integration and Tag Managers

The instructions above are for doing all of this manually. But adding Events may actually be much easier — if not automated — depending on your integration or tag manager (assuming you use one).

As I mentioned earlier, I use the Pixel Caffeine WordPress plugin. Creating Events with this plugin is very easy.

Under Conversions/Events, fill out the area to “Add New Tracking.”

Facebook Pixel Events

You won’t need to add any code. Just tell the plugin what Event to create and you provide the parameters. Click “Pass Advanced Data” to send even more details to Facebook…

Facebook Pixel Events

And that’s it! Event created.

If you use any of these other integration methods, click for those details.

Your Turn

How are you using Facebook Analytics? What reports are you creating?

Let me know in the comments below!

If you want to learn even more and if you have questions about how to max out your Facebook Analytics firepower, join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

The post Facebook Analytics, the Pixel, and Events appeared first on Jon Loomer Digital.

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3 Benefits of Facebook Analytics Wed, 29 Nov 2017 17:28:47 +0000 Facebook Analytics is a powerful tool to visualize your sales funnel, lifetime value of users, and how organic and paid strategies intersect. Here's how...

The post 3 Benefits of Facebook Analytics appeared first on Jon Loomer Digital.

There’s one thing you can always count on with Facebook: new features.

Well, make that two things: new features PLUS an occasional sense of dread and insecurity in how to successfully use and implement them.

There’s always something new being rolled out, always something previously undiscovered, and always something that leaves us asking, “What the heck does this button do?”

With the incredible volume of new products and tools released every month, some folks might have missed the launch of Facebook Analytics. However, it’s a MUST LEARN for all Facebook/Instagram marketers big and small.

Facebook Analytics is a comprehensive tool that allows you to visualize your entire sales funnel, understand the lifetime value of users, and see how your organic and paid strategies intersect.

Even better, it’s a FREE tool that requires only your Facebook page and pixel, and it lives within your Facebook ad account!

Ask any Facebook advertiser or digital marketer what their challenges are and they’ll no doubt mention sales attribution as being one of their most stress-inducing conundrums.

Jon and I often receive questions and complaints from marketing executives at Fortune 100 companies expressing their confusion on how data from Facebook intertwines with Google Analytics and what else they can do to fully understand the complete story.

If you have the Facebook Pixel installed and customized, then you’re already past step one. The next step is to customize your Event Source Group, which we’ll talk about further below.

The final step depends on what you’d like to improve and understand better. Is your online purchase rate low? Are there pages on your website where users drop off more quickly than other pages? Is your check-out or cart process overly complicated? This list goes on and on.

Facebook pitches Analytics as an informative tool intended for advanced advertisers. However, it’s applicable and accessible to marketers big and small, as there are important lessons we can all take away from it.

If you’re advertising on Facebook, Analytics will illuminate loads of ads data. But the particularly helpful part about the Facebook Pixel is that everything is measured, regardless of advertising.

All that said, there are three main components of Facebook Analytics that you must fully understand before you go deep sea data-diving.

Let’s take a closer look…

Want to learn more about Facebook Analytics? Join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

1. Visualizing Your Entire Funnel

Up until this point, visualizing your entire sales funnel on Facebook had been incredibly difficult. Jon’s experiment successfully proved how you can use Facebook ads to bring people creatively through your sales funnel. However, you lacked some important funnel-related details.

Have you been able to fully visualize the exact number of people who commented on a specific Facebook post and then added an item to their checkout cart on your website several days later? Have you been able to see the number of users who downloaded your app, then viewed a page on your site, then bought something a few weeks later?

This complex data is possible with Facebook Analytics.


Many advertisers think of Facebook ads and websites as very different and distinct beasts. However, while sometimes problematic, their relationship is indeed symbiotic.

With Facebook Pixel events properly integrated, you can now visualize what happens with your Facebook funnel, including how it relates and integrates into your broader website funnel. The more customized pixel data you have, the better.

The main Facebook pixel events I’d recommend customizing on your site are the following:

  • View content
  • Add to cart
  • Initiate Checkout
  • Purchase
  • Lead

You can find the code for these within the Pixel Installation area in your ads account. With these events customized, you’ll begin to see clearer, more comprehensive data right away.

For example, see the funnel I built below, showing Page Views leading to post comments, all the way to purchases.

These are built within the “funnels” area of Facebook Analytics.

Thanks to this tool, we can visualize how many people commented on a blog post. Then, of those who commented, we see how many viewed a page on your website. And finally, of those people who commented and then viewed your website, how many purchased.

Facebook Analytics Funnel

Consider these questions:

  1. Would a first-time site visitor sign up for your email list? Why or why not?
  2. Would they like the Facebook page first?
  3. Would they comment on a post first?

Once you start considering these stages, the funnels will illuminate themselves much more clearly.

2. Building Event Source Groups

Although “fractured data” sounds like a great 80s hair band, it’s actually a real problem for digital marketers these days. We have different sources telling us different things based on how different tools are measuring different data. It’s not a fun place to be.

One of the main culprits of this ongoing problem is that data isn’t housed in one place. We have Google Analytics telling us one thing and Facebook telling us another. We have pixel-based versus people-based tracking and marketing. All of these factors together create ongoing issues and tensions.

However, one key component where Facebook sets itself apart is the Facebook Pixel. There are many helpful benefits of the Facebook Pixel, but perhaps the most important one to advertisers is the ability to measure people-based actions because we are all logged into multiple devices on Facebook and Instagram. Extending this storyline even further is where Event Source Groups come into play.

In order to take advantage of Facebook Analytics’ richest features, you will need to connect multiple assets into an Event Source Group. An Event Source Group (ESG) is a tool within Facebook Business Manager accessible within the Business Manager Settings.

Event Source Group

Once selected, it allows you to group together your Pixel, Page, Offline Event Set, or App for more complete data unification.

Event Source Group

Once that is built, you can actually enter your ESG name into Analytics to begin building charts, graphs and whatever else you’d like to see.

With an ESG, you are finally connecting all the dots. Facebook likes to call this “omni-channel analytics” which helps to show a comprehensive view of the entire customer journey.

Even for the most complex businesses with multiple pages and multiple pixels where you’ll want to understand where overlap may occur, Analytics offers us the ability to bring multiple pages, pixels, and apps together.

3. Visual Aids to Illuminate and Illustrate Data

It’s an understatement to say the amount of data that you can visualize within Facebook Analytics is overwhelming. Facebook has given us an incredible amount of choice as it relates to how we want our data presented.

Do you like bar charts, graphs, or tables? Do you want to compare and contrast a specific segment of your users, or all your users? With Facebook Analytics, the choice is ultimately yours.

For example, here’s a look into a Lifetime Value Graph showing when the most valuable customers came in, along with what the value of a user looks like over time.

I actually just used this the other day to prove to a client their customer value increases after two months, because that’s when they really start to understand the power of the brand.

For every single data point you have, you can customize how you want it presented. Then, once you’ve decided on your visual aids, you can start to add them to your own Facebook Analytics dashboards.

The dashboards allow you to have dynamic, up-to-the-second data that you can share with clients, internal partners, team members, or just have on hand for your own research.

Your Turn

Those are just three of the fantastic NEW features of Facebook Analytics.

If you want to learn even more and if you have questions about how to max out your Facebook Analytics firepower, join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

The post 3 Benefits of Facebook Analytics appeared first on Jon Loomer Digital.

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Facebook Domain Verification: Edit Link Previews Fri, 17 Nov 2017 04:52:58 +0000 Facebook domain verification allows content owners the ability to edit link thumbnail, title, and description when publishing to Facebook. Here's how...

The post Facebook Domain Verification: Edit Link Previews appeared first on Jon Loomer Digital.

Back in September, I provided three tips on how you could continue to edit link previews when creating a Facebook post. This functionality had otherwise been taken away in an effort to combat fake news.

One of the methods I shared with you was claiming link ownership…

Facebook Link Ownership

At the time, I was frustrated that I didn’t have the ability to claim link ownership. Later I’d find that the path to claim link ownership simply moved.

Let’s take a closer look at how you can once again edit your link previews by using Facebook domain verification.

Editing Link Previews: The Problem

Quick refresher…

Up until late this past summer, Facebook page publishers could edit link thumbnails, titles, and descriptions. But the ability to make those edits was then taken away.

Facebook Link Preview - Publisher

Facebook made this change to prevent bad actors from changing the image thumbnail, title, or description to mislead the reader. Some were taking posts from reputable websites and altering the information to make people think the articles said something they didn’t.

Facebook’s motivation to pull this back was understandable. But what about reputable publishers that simply wanted to make slight adjustments? Maybe the thumbnail image was the wrong dimensions. Maybe there was a typo in the description. Or the description was too long.

Most importantly, what if the publisher owned the content in question?

Domain Verification

Facebook created Domain Verification to allow content owners to overwrite post metadata when publishing content on Facebook.

Within Business Manager under People and Assets, you should now see “Domains” on the left side…

Facebook Domain Verification

Click the button to Add New Domains…

Facebook Domain Verification

Enter your domain, and click the button to “Add Domain.”

Facebook Domain Verification

To verify your domain, you’ll need to either add a DNS TXT record or upload an HTML file. If you don’t manage your website, that may sound like Greek. I honestly don’t truly understand it myself. But Facebook provides the specific steps that should help.

For DNS verification…

Facebook Domain Verification

The instructions are above. You’ll want to paste the TXT record that Facebook provides (yours will be different) in your DNS configuration. Then come back to that screen in Business Manager and click the “Verify” button.

You could also use the HTML upload route.

Facebook Domain Verification

In this case, click the link to download the HTML file that Facebook provides. Then upload that file to the root directory of your website prior to clicking “Verify.”

In my case, this process took only a matter of minutes. I sent the DNS TXT info to my tech person who was able to add that record easily without questions asked. I then verified and was good to go.

Assign Pages

You can assign related pages that have been added to your Business Manager to a verified domain so that they, too, can have editing privileges.

Click the “Assign Pages” button within Domain Verification and select the page that you want to be added.

Facebook Domain Verification

If the page isn’t listed, it first needs to be added to your Business Manager. You’ll do that by selecting “Pages” under People and Assets in your Business Manager and clicking to add a page.

Facebook Domain Verification

Edit Link Previews

Once your domain is verified and the associated page is connected, you can freely edit link previews!

Facebook Domain Verification

You can edit link thumbnail, title, and description. While the thumbnail will look funny while creating the post, it publishes properly…

Facebook Domain Verification

Your Turn

Have you been struggling to edit link preview details? Does this help?

Let me know in the comments below!

The post Facebook Domain Verification: Edit Link Previews appeared first on Jon Loomer Digital.

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New Feature: Facebook Creative Split Testing Tue, 14 Nov 2017 16:54:36 +0000 Facebook creative split testing is an update of Facebook's built-in split testing feature to help advertisers test to find the best-performing ad unit.

The post New Feature: Facebook Creative Split Testing appeared first on Jon Loomer Digital.

Creative split testing of Facebook ads just became a whole lot easier with the update of Facebook’s built-in split testing feature.

Don’t confuse this update with the dynamic creative feature (which is also amazing). Facebook creative split testing is a great way to run tests to determine your best performing ad without audience overlap.

Let’s take a closer look…

Facebook Split Testing

I first told you about Facebook’s built-in split testing feature nearly a year ago.

To use the split testing feature, you’ll need to use one of the following objectives:

  • Reach
  • Traffic
  • App Installs
  • Video Views
  • Lead Generation
  • Conversions
  • Catalog Sales

While setting up a campaign, you’ll notice a checkbox for “Create Split Test” under the objective.

Facebook Split Testing

At the ad set level, you would then select the variable you want to test…

Facebook Split Testing

Until now, you could split test delivery optimization (Conversions vs. Link Clicks, for example), Audience (Website Custom Audience vs. Page Connections, for example), and then later, placement.

Facebook Ad Split Testing

One of the primary benefits of Facebook’s built-in split testing tool is the lack of audience overlap. Facebook will randomly determine who is tested against each variation. No exclusions necessary.

Prior Creative Split Testing Options

While Facebook’s built-in split testing tool is great, it didn’t previously address creative. So, if you wanted to split test creative, it was difficult to make it a true A/B test without overlap.

In the past, you would have done one of two things:

1. Create two or more separate ads within the same ad set. By doing this, Facebook optimizes to provide the most impressions to the highest performing ad. The same audience will be served ads from the same pool of creative, but some will see only one variation while other users may see multiple.

2. Create multiple ad sets with a single ad variation within each. As long as you were careful with necessary exclusions, you could prevent overlap, but it takes more time.

Additionally, it’s a bad test by comparing results from two potentially very different audiences as opposed to randomly selecting people from the same audience. Are the better results due to the creative or the audience you are targeting? It wasn’t always clear.

How to Use Creative Split Testing

Thankfully, Facebook addresses these concerns with the new creative split testing feature.

Now, when selecting the variable you want to test, you’ll see the option of Creative.

Facebook Split Testing

Set up your audience and placements as you normally would.

Your split test will need to run for between three and 14 days. This is required so that Facebook can get the sample size necessary to determine a winner.

Facebook Split Testing

However, there is an option to end the split test early once a winner has been found…

Facebook Split Testing

On the right side of the ad set, Facebook shows you how your split test is being organized.

Facebook Split Testing

Even though you’re putting in the work of creating a single ad set, Facebook is generating an ad set for each ad. Each ad set will have identical settings for audience, placement, and delivery.

REMINDER: While the audience is the same, there will be no overlap. Each user will only see one creative variation, and users are selected randomly.

You can create up to five ad variations. On the left, you’ll see Ad A through E (if applicable).

Facebook Split Testing

Create your ads as you normally would with image, link, headline, text, link description, CTA button, and more. When you click the “Test Another Ad” button, Facebook will copy the prior ad for easy editing.

Your Turn

This is a great new option for advertisers to help uncover the highest performing creative. By using this feature and (separately) the dynamic creative feature, advertisers are much better equipped to serve high performing creative.

Have you tried out the creative split testing feature? What do you think?

Let me know in the comments below!

The post New Feature: Facebook Creative Split Testing appeared first on Jon Loomer Digital.

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Facebook Ads Dynamic Language Optimization Thu, 09 Nov 2017 03:42:55 +0000 Facebook has launched Dynamic Language Optimization to dynamically show ads in the right language for the audience reached. Here's how to use it...

The post Facebook Ads Dynamic Language Optimization appeared first on Jon Loomer Digital.

If your brand has an international audience, one challenge can be serving ads in the user’s primary language. That challenge is significantly reduced with the launch of Dynamic Language Optimization.

Let’s take a closer look at what Dynamic Language Optimization is and how you might use it…

What is Dynamic Language Optimization?

Until now, advertising to a universal audience meant one of two things: 1) Lots of manual work or 2) Ignore it and focus on a single language.

To account for multiple languages, you’d need to create multiple ad sets — one for each language…

Facebook Ads Dynamic Language Optimization

You’d then create a separate ad for each ad set. You’d go through the typical process of providing a link, thumbnail image, headline, text, link description, and call-to-action button for each ad.

But with Dynamic Language Optimization, you could theoretically use one ad set and one ad with up to six language variations. Facebook then automatically optimizes to show the right language variation of the ad to the right people.

There are two primary examples of when this would come in handy:

  1. Advertising to a single country that is dominated by two or more languages
  2. Advertising to multiple countries at a time

Dynamic Language Optimization Restrictions

Before we get to setting this up, there are a few restrictions that you should be aware of associated with Dynamic Language Optimization.

1. Objectives: You must use Traffic, Mobile App Installs, or Conversions objectives — at least for now.

2. Placements: Only Facebook News Feed (desktop and mobile), Instagram, and Audience Network are currently eligible.

3. Variations: Up to six total languages (the default language plus five variations) can be submitted.

4. Images: Only one image applied to all variations. Text in the image will not be translated.

5. Bulk Editing and Bulk Duplication: These aren’t supported when using Dynamic Language Optimization.

How to Set Up Dynamic Language Optimization

While creating your ad using one of the supported objectives, first build it using the default language. Know that if you reach someone whose primary language isn’t one of the variations you create, the default language is the version they’ll see.

If you have this feature, you’ll see a button for multiple languages…

Facebook Ads Dynamic Language Optimization

As mentioned earlier, this feature only supports certain placements…

Facebook Ads Dynamic Language Optimization

You could manually remove the placements that aren’t supported, but it’s easier to simply click the button to remove the additional placements.

Now the button to “Create in Different Language” will no longer be grayed out. Click it!

Facebook Ads Dynamic Language Optimization

You can now submit the following information in up to five different languages:

  • Website URL
  • Headline
  • Text
  • News Feed Link Description

Facebook Ads Dynamic Language Optimization

If you publish multiple versions of your articles based on language, you can submit a different URL for each language. Otherwise, use the same URL for each.

At the moment, this feature appears to be a bit buggy for me when I try to submit five variations in addition to the default language. The preview no longer works and I get an error that I’ve submitted too many links. Something to watch if you’re having issues.

How to View Results

So now the question becomes, “How did my ads perform by language?” You can sort this out within the ad reports.

Facebook says to choose “By Asset Type” under “Breakdown” when viewing the ads. It’s possible that I simply don’t have this yet because I haven’t used the feature. But it’s also possible that this actually falls under Dynamic Creative Assets.

Either way, it will look something like this…

Facebook Ads Dynamic Language Optimization

What should you do with these results? Well, you can learn how well you’re connecting with your audience depending on the language.

Is Dynamic Language Optimization for You?

This is a great feature. However, it’s unlikely that I’ll be using it soon.

Understand that you first need to have the resources to properly translate your ads into multiple languages. Do you have that?

Second, are you promoting a link? If so, it would make sense that the content on that page is also translated. Is it?

Finally, what happens when people comment in their native language? Do you have the resources to respond in that language?

Maybe you have these things in place. I don’t. But something to think about before moving forward with this feature.

Your Turn

Do you have Dynamic Language Optimization? Do you have a need for it?

Let me know in the comments below!

The post Facebook Ads Dynamic Language Optimization appeared first on Jon Loomer Digital.

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Facebook Messenger Customer Chat Plugin: Closed Beta Tue, 07 Nov 2017 19:41:29 +0000 The Facebook Messenger Customer Chat plugin makes it easy to provide potential customers with quick chat support on your website. Here's how I'm using it...

The post Facebook Messenger Customer Chat Plugin: Closed Beta appeared first on Jon Loomer Digital.

I’ve received countless questions during the past week about the nifty little Messenger widget that hovers on the right side of my website. That’s the Facebook Messenger Customer Chat Plugin, and I am lucky enough to be part of the closed beta.

What is the Facebook Messenger Customer Chat Plugin?

The Facebook Messenger Customer Chat Plugin allows publishers to provide an easily accessible entry point into a Messenger conversation while on their website.

Since more than 1 Billion people use Messenger every month, the conversation a customer has within your website then goes with them via the Messenger app.

You may recall that I previously used a Page plugin widget on the right-hand side of my blog posts that allowed people to send me messages into Messenger…

Facebook Messenger Customer Support Plugin

You can create and customize that plugin to focus on messaging, as I did. It was a good plugin, but it only appeared within certain pixels of the screen on desktop. From mobile,it appeared at the very bottom of the page (no one saw it).

But the Facebook Messenger Customer Chat Plugin provides a persistent chat experience that floats along the bottom right of the screen. First, on desktop…

Facebook Messenger Customer Support Plugin

And here it is on mobile…

Facebook Messenger Customer Support Plugin

[NOTE: If you’re viewing a Facebook Instant Article or Google AMP version of this blog post, you likely won’t see the plugin.]

Compare this experience to the typical customer support messaging service on a website. You view a product and ask a question. You may be emailed history of that conversation, but otherwise you’ll need to go back to the website to continue the conversation.

With this plugin, you don’t need to return to the website. Simply open your Messenger app (most people have it now), and resume the conversation — the history will be there.

How I’m Using It

Once someone clicks on the Messenger icon, it starts a conversation within Messenger. What happens next is up to the publisher. Personally, I send it straight into the start of my Messenger bot (my bot is a topic for another day).

So, when you click on that Messenger icon on my site, it sends you into the start of a bot conversation…

Facebook Messenger Customer Support Plugin

I then give you three choices:

  • Learn more about ads (Quick Video Tutorials)
  • Ask me a question (no more bot)
  • See the main menu

Facebook Messenger Customer Support Plugin

I realize bots can be a frustrating experience for some. I wanted to be sure there was an option to stop the bot experience and chat with an actual person.

As a result of using this plugin, Messenger submissions have skyrocketed on my website during the past week. And now that I’ve written this post, I can imagine activity will increase that much more.

As mentioned earlier, there are many more details to how I use this plugin on my website since it’s connected to my bot. I use ChatFuel (nope, it’s not an affiliate link), and I’ll get into all of the specifics on bots in the near future.

How to Get the Plugin

Facebook has several beta partners testing out this plugin, including AdoreMe, Air France, Argos, Aviva (Eurofil), Bodeaz, Elves, Goibibo, Keto Mojo, KLM, Mermaid Pillow, Spoqa, Total Activation, Volaris and Zalando. I was lucky enough to get in on the closed beta, and you can apply for it, too.

Fill out this application, and you’ll be notified once it becomes available.

Your Turn

Feel free to test out my Facebook Messenger Customer Support Chat Plugin on this website. What do you think?

Let me know in the comments below!

The post Facebook Messenger Customer Chat Plugin: Closed Beta appeared first on Jon Loomer Digital.

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Facebook Campaign Goals: What You Need to Know Thu, 02 Nov 2017 19:53:12 +0000 You might have noticed an update while creating your ads recently: Facebook Campaign Goals. Let’s take a closer look at what Facebook Campaign Goals are and how you might use them… The Purpose of Facebook Campaign Goals When viewing the performance of your campaign, ad set, or ad, Facebook generates a Results column… By default, […]

The post Facebook Campaign Goals: What You Need to Know appeared first on Jon Loomer Digital.

You might have noticed an update while creating your ads recently: Facebook Campaign Goals.

Facebook Campaign Goals

Let’s take a closer look at what Facebook Campaign Goals are and how you might use them…

The Purpose of Facebook Campaign Goals

When viewing the performance of your campaign, ad set, or ad, Facebook generates a Results column…

Facebook Campaign Goals

By default, this has been the metric you optimize for at the ad set level.

Facebook Campaign Goals

In the case above, Facebook will generate a “Results” column based on Landing Page Views.

This is set at the top of the ad set when optimizing for Conversions. Here, you can specify the exact conversion you want optimized for…

Facebook Campaign Goals

So, in this case, the “Results” column data will represent that specific type of conversion.

Facebook Campaign Goals

The thing is, though, that the action optimized for and the “Results” that determine success won’t always match up. For example, you may optimize for a general “Purchase” event while promoting a specific product. There are many reasons why you may try this, one being a lack of sample size for effective optimization.

So in the case of optimizing for a general conversion while promoting a specific product, your “Results” column would reflect any purchase on your website. That can be misleading — and confusing — for the advertiser.

Sure, you could customize columns to find the specific Custom Conversion…

Facebook Campaign Goals

But it would be helpful if you weren’t forced to take this extra step.

That’s the purpose of Campaign Goals. When using the Traffic or Conversion campaign objectives, you can tell Facebook your ultimate goal of the campaign — regardless of how you’re optimizing.

Facebook Campaign Goals

To be clear: Facebook Campaign Goals only impact reporting, to be consistent with your goals of the campaign. This does not impact how the campaign is delivered or optimized.

Campaign Goals: Traffic

When utilizing the Traffic objective, you’ll have two options for Campaign Goals: Landing Page Views or Link Clicks.

Facebook Campaign Goals

Landing Page Views is a newer metric. While Link Clicks focuses on the number of clicks on your link, Landing Page Views isolates those who allowed the page to load.

What’s the difference? When measuring Link Clicks, you’re going to include some very low-quality clicks that immediately abandon. Landing Page Views give you a much better idea of the total number of people who actually saw the page after clicking.

So, why might your Campaign Goal be different than the action you are optimizing for? Because we’re always testing. You may find that you actually get better Cost Per Landing Page View when optimizing for Link Clicks. Or any other host of potential reasons for trying something different.

Campaign Goals: Conversions

When utilizing the Conversions objective, you’ll notice different options for Campaign Goals:

  • Purchases
  • Leads
  • Registrations
  • Custom Conversions
  • None of these apply

Facebook Campaign Goals

To take advantage of the first three options, you’ll need to be using Facebook event code in addition to your base pixel code. Your results column, then, would reflect ALL purchases, ALL leads, or ALL registrations against your pixel — not just the specific product you’re promoting.

If you select the Custom Conversions Campaign Goal, you must then select the exact Custom Conversion…

Facebook Campaign Goals

You create a Custom Conversion by telling Facebook the exact URL or Event triggered that results in your conversion. Here’s a Quick Video Tutorial on how to create one…

Specifying a Custom Conversion may be the most logical reason your Campaign Goal will differ from how you’re optimizing. You may be optimizing for a broader action than is the ultimate goal of your campaign.

I’m admittedly a bit confused by the “none of these apply” option. Based on Facebook’s documentation, it appears the original plan wasn’t to have a Custom Conversion option for Campaign Goals. Facebook recommended that when optimizing for a Custom Conversion to use the “none of these apply” option.

But since there is a Custom Conversion option, that really wouldn’t make sense. So for now, unless I’m missing something, ignore that option.

Your Turn

Don’t let Campaign Goals confuse you. They’re actually quite simple. What you choose doesn’t change how your ads are delivered or optimized. It simply adjusts what appears by default in the “Results” column of your reporting.

Have you started using Facebook Campaign Goals yet? Any other ways you’re using them?

Let me know in the comments below!

The post Facebook Campaign Goals: What You Need to Know appeared first on Jon Loomer Digital.

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Facebook Explore Feed: The Launch, the Test, and What Might Be Fri, 27 Oct 2017 05:08:25 +0000 A version of the Facebook Explore Feed is being tested in six countries that removes organic brand content from the news feed. Here's what you need to know.

The post Facebook Explore Feed: The Launch, the Test, and What Might Be appeared first on Jon Loomer Digital.

If you’re a brand or marketer, you’ve undoubtedly heard about the Facebook Explore Feed. A recent isolated test has marketers concerned, if not downright panicked.

Some believe it signifies the end of organic brand content on Facebook. I have other opinions.

Let’s take a closer look at what we know and don’t know about the Facebook Explore Feed and how it may impact you…

Facebook Explore Feed: The Launch

Earlier this month, Facebook completed the launch of the Explore Feed. Previously only on mobile devices, Explore Feed now appears within the left menu from desktop as well…

Facebook Explore Feed

The feed itself is an attempt by Facebook to help users discover content that isn’t in their main feed from sources they aren’t following. It’s content that is catered to the user, and I’ve found it to be mostly memes and other high engagement content from heavily followed sources.

Facebook Explore Feed

It’s engaging stuff, I guess. But it’s also mostly brainless. Lots of videos and memes that — I assume — most people love.

This is the Explore Feed that about 99% of us have. It’s harmless.

Facebook Explore Feed: The Test

You’re probably reading this blog post because you heard this feed called something else. Probably something along the lines of the “F&#%ING EVIL Explore Feed.”

Some have reported having all brand content — other than ads — removed from their main feed. Some of the best organic brand content that they should have been seeing in the main news feed was moved to the Explore Feed.

This is part of a very isolated test running in six countries: Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia.

Facebook Explore Feed: The Fallout

Of course, most of us don’t use the Explore Feed. So for those in the test countries, this was potentially catastrophic for brands.

Was Facebook eliminating organic brand content altogether? After years of declining organic reach, was this it — the end of the road for brands wanting to reach users on Facebook without having to pay for it?

Brand pages in these countries were reporting that organic reach of their content was down by two-thirds — if not more.

Not surprisingly, news of this spread quickly. Not surprisingly, confusion followed.

Marketers and users started spotting the Explore Feed in other countries. “Oh, crap. I have it, too! It’s the end! Brands are screwed!”

Even those who understood this was a limited test were concerned. Why would Facebook test this if they weren’t seriously considering rolling it out globally?

Many assumed the worst. Panic spread quickly.

Clarification From Facebook

It didn’t take long for Facebook to respond. From Adam Mosseri, Head of News Feed:

There have been a number of reports about a test we’re running in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia. Some have interpreted this test as a future product we plan to deliver globally. We currently have no plans to roll this test out further.

Two keys here:

  1. It’s a test
  2. Facebook has no plans to roll it out further

Why run this test? Well, users tell Facebook that they want it to be easier to see posts from friends and family. So they tested this to see how these users reacted.

The test isn’t complete. It will run, potentially, for additional months. It’s necessary to allow users to adjust, Facebook says. And then they’ll determine if this is something beneficial that should be rolled out globally.

My Thoughts

First, I don’t want to minimize what is happening to publishers in these six countries. This really is awful for them. I’ve also heard stories of how this could negatively affect elections there, as legitimate news sources struggle to spread their message.

I don’t know if there is ideal timing for a test like this, but it does appear to be poor. And I’d also suggest extreme and unnecessary.

It’s important to have a cool head and think through this rationally. Why would Facebook run this test? What are they trying to accomplish? What is likely to happen?

step by step…

1. Facebook needs good brand content.

Facebook has a complicated relationship with brand content. It seems as though Facebook is constantly making rules to beat back misbehaving marketers who try to game the news feed. Click bait. Fake news. Overly promotional content.

There’s lots of junk that Facebook tries to suppress from brands. But there’s also lots of great content that gets some of the most engagement on the platform.

News publishers. Sports pages. Entertainment. These are just a few of the categories of Facebook content that not only thrive but are needed on the platform.

I know using my own behavior is bad science, but I’d find Facebook far less enjoyable without brand content. I actually check Facebook as much for the brand content (not marketing stuff, but news and entertainment) as I do for that from friends.

And it’s not just big brands, either. Local news. Government. Schools. It’s all information that I need, and burying it would be a problem for my own personal use.

Yes, I’m just one person. But brand content — both the engaging and utility — are needed on Facebook.

2. A second feed is unlikely to work…

We’ve seen it over and over again. Facebook launches a second feed or a new feature. No one bothers to use it.

The vast majority of users don’t venture beyond the primary feed on Facebook. If you are going to require users to go to another feed to get brand content, you can start the memorial service for brands now.

3. …unless Facebook makes drastic design changes.

The demise of brand content assumes, of course, that everything else remains the same. Users continue with their same habits. The design remains unchanged.

For a second feed to work, Facebook would need to make either significant design changes or find a way to entice users to actually participate in something new.

I can’t imagine Facebook making this change unless the test shows that users still found that brand content somehow. So Facebook first has to solve that problem, and if they do… It becomes less of an issue.

4. Yes, there is a content volume issue.

Look, we’ve seen the writing on the wall for a long time. This isn’t 2011 anymore when brand pages actually expected to reach a high percentage of their fans (which was an insane expectation). We were spoiled.

The amount of content increased. More and more bad content was filtered out to keep users engaged and on the platform.

I know brands hate “the algorithm,” but it works. You may argue that maybe it’s not why Facebook is so successful today. But that algorithm certainly hasn’t prevented success.

If users weren’t happy with the algorithm, they’d use Facebook less often. They’d engage less. They wouldn’t be on Facebook every day.

Here’s one of my favorite graphs that helps illustrate the activity level of users: Daily vs. Monthly Engaged Users…

[NOTE: The next two charts came from TechCrunch, though I believe they originated from Facebook.]

Facebook Daily vs. Monthly Engaged users Q2 2017

First, you see the number of Daily Active Users increasing every quarter from the second quarter of 2015. Just as importantly, the percentage of Daily vs. Monthly Active Users remains the same or goes up. It never goes down.

Maybe you aren’t convinced by this graph because it showed only one increase. But this trend has been going on for many years. Here’s the same graph going all the way back to the second quarter of 2011…

Facebook 2011-12

The percentage used to be 56%. It’s only increased since then, and is now at 66%.

The number of Daily Active Users can increase while the quality of engagement drops. But that’s not happening. Not only is the number of Facebook users still growing, but the percentage of total monthly users accessing it on a daily basis continues to increase.

Anyway, that algorithm has been necessary because as the number of users and brands increases, so does the noise. More gets filtered out. There has to be some sort of breaking point.

It’s entirely logical to assume that things will get tougher for brands — particularly for those who aren’t able to create good, quality content. Their days are numbered on Facebook.

5. Users are Facebook’s primary concern.

We can’t forget this. If Facebook caters to brands, the platform will collapse.

As long as users are happy, they’ll be on Facebook in growing numbers. If users are on Facebook in growing numbers, it’s extremely valuable for advertisers. If it’s extremely valuable for advertisers, Facebook makes lots of money.

So, if it turns out that users don’t want organic brand content, that’s what will be. But I don’t believe that to be the case.

However, how users feel about brand content probably falls somewhere in between “I hate it and want it out of my feed” and “I love brand content and wish I could bathe in it.”

User content will always be the priority. That doesn’t mean there isn’t a place for good brand content, of course, but users will ultimately decide.

6. Forcing brands to pay for all reach would be a bad long-term strategy.

Amid the panic, I’ve seen claims that this is evil Facebook forcing brands to pay to reach people who desperately want their content.

Let’s think that through. Would Facebook make more money by forcing brands to pay to reach people, completely removing any and all organic reach?

First, understand that ad inventory is disappearing. Facebook has been telling us for some time that they are running out, and as a result, the amount the company can make off of advertisers will soon be limited.

So, if Facebook forced brands to advertise more, would they make more money? Not necessarily.

If Facebook runs out of inventory, they can’t sell what they don’t have. They are going to run out of inventory whether they “force” brands to pay or not.

They could then make more money — at least temporarily — because the competition for that limited inventory would go through the roof. CPMs would skyrocket.

But if CPMs skyrocket, the pressure becomes greater for that advertising to actually become effective. And the costs may not be sustainable.

This assumes that brands would buck up. If completely forced out of the organic feed, many brands may give up entirely — either out of protest or because it simply is no longer a viable opportunity for them.

Facebook Explore Feed: What Might Be

In my opinion, none of these “doom and gloom” scenarios add up. Killing organic brand content entirely would be a bad long-term investment for Facebook. There may be some short-term gain, but it would seem to be nearly impossible to overcome the pitfalls for the long-term.

But we often think of the future of Facebook in the lens of the present. Removing brand content from the organic feed — assuming all remains the same — is a bad idea. But again, that assumes everything else remains the same.

Make no mistake, some sort of judgment day is coming. Something will need to be done about the volume of content — not only from brands but also from users.

The solution isn’t killing much of the content that makes the platform successful today. The challenge Facebook faces is finding a way to get users to look at more content.

That’s the intent of the Explore Feed. Facebook is hoping to convince users to move beyond their main source of information. And hey, maybe that Explore Feed will be a success. Maybe it actually will be the go-to place for users to find good organic brand content.

Or maybe it will be a different solution entirely. But this test — as drastic and catastrophic as it is for those brands going through it right now — will help Facebook learn how to handle this problem in the future.

My very strong opinion: Good brand content will still thrive organically. Facebook needs that content to thrive.

Your Turn

This is a complicated issue, but too many marketers are simplifying it into a simple “Facebook is going to kill organic brand content” claim. I just don’t see this happening.

What do you think? Let me know in the comments below!

The post Facebook Explore Feed: The Launch, the Test, and What Might Be appeared first on Jon Loomer Digital.

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Facebook Website Custom Audiences Based on Pixel Events Mon, 23 Oct 2017 05:39:53 +0000 You can create Facebook Website Custom Audiences based on specific pixel events and their parameters. Here's a guide along with details to create seven...

The post Facebook Website Custom Audiences Based on Pixel Events appeared first on Jon Loomer Digital.

One of the many benefits of the Facebook pixel is that you can track and later retarget those who perform specific actions on your website. You can segment your audience in very specific ways based on page views, registrations, purchases, searches, and more.

Let’s take a closer look at how and why you should create these audiences. First, I’ll guide you through the basics. In the end, I’ll show you seven specific examples of audiences that you can create.

What Are Pixel Events?

Assuming the Facebook pixel is installed on every page of your website, you can add code to specific pages to capture and track the details of an event (registration, purchase, search, etc.). In addition to the tracking and optimization power of pixel events, you can create audiences of those who performed certain events on your website for highly relevant Facebook ad targeting.

If you aren’t using the pixel — or you’re using the pixel, but without events — you’ll be limited regarding the types of pixel event-related audiences that you can create.

Are You Using Events?

If you’re not sure whether you’re using events, there’s a good chance you aren’t. From the “Pixels” area of your Ads Manager, click the “Set Up” button at the far right…

Website Custom Audiences Events

If you use a certain integration or tag manager (WooCommerce, Shopify, Google Tag Manager, etc.), click that option. Otherwise, click to manually install the code yourself.

Website Custom Audiences Events

The first step is installing the pixel. Facebook does a very good job of explaining how to do this. Make sure the base pixel code goes between the HEAD tags of every page of your website.

The second step is to add your events. Facebook has improved their documentation here to streamline this for you. Simply click the button by one of the events and enter the details (for a specific product, for example), and Facebook will spit out the event code that you will add.

Here’s what the event code looks like for the purchase of a product with the “pixel-training” ID valued at $100…

Website Custom Audiences Events

Instead of manually adding this code, you may also want to install a WordPress plugin. Pixel Caffeine is a free WordPress plugin that I use.

Audiences From Your Pixel Events

Assuming you are using the pixel and events on your website, you can now do some pretty cool things with Website Custom Audiences.

Click to create a Custom Audience…

Website Custom Audiences Events

And select “Website Traffic”…

Website Custom Audiences Events

You should now see that you can create audiences “from your events”…

Website Custom Audiences Events

What events appear here will depend upon the events used and found on your website.

Refine by Parameter

After selecting an event, you’ll see a link to “refine by” with the first option of “URL/Parameter.” Refining by a parameter will make special use of your events.

Website Custom Audiences Events

Parameters are the things that provide details of an event. For a purchase, parameters can include things like the value, currency, and number of items.

Website Custom Audiences Events

Refine by Aggregated Value

The second option when clicking to refine is “Aggregated Value.”

Website Custom Audiences Events

With this option, you can create audiences of people who performed a certain action multiple times. For example, an audience could be created for those who come back multiple times to make purchases totaling more than $1,000 in aggregate.

Website Custom Audiences Events

Now let’s take a look at seven specific Facebook Website Custom Audiences that you can create based on pixel events…

1. Any Registration

Let’s start generally. My website has multiple ways that you can register for something (two different webinars, two different video series, newsletter, and a Quick Video Tutorials subscription). I can (and do) create individual audiences for all of those actions. But I could also create an audience of all people who registered on my website.

Website Custom Audiences Events

This is especially useful for websites that don’t get significant volume for a single lead magnet, but there are several ways to register on the site.

2. Any Purchase

Once again, I offer several products on my website. I create audiences for each product, but I can also create an audience of all who have purchased anything on my website.

Website Custom Audiences Events

This is one of the most valuable audiences that you can create.

3. Referred by Google

If someone purchased on your website, how did they get there? Were they referred by Google? This is an easy audience to create…

Website Custom Audiences Events

4. Viewed Two or More Pages

It’s always helpful to isolate those who are most active on my website. One way to do this is by using “Frequency” within parameters. You can apply frequency to any event, but let’s focus on the PageView event…

Website Custom Audiences Events

This allows me to target those who have viewed the most pages on my website — in aggregate.

5. Purchased Multiple Items

When someone checks out, do they purchase one item or multiple items? You can separate those who purchased more than one item at a time…

Website Custom Audiences Events

6. Aggregate Purchase Value

Anyone who purchased from me is a valuable customer. But what about those who purchase again and again? We can apply aggregate value to isolate those who spent the most money…

Website Custom Audiences Events

7. Performed a Search

When people use the Search function on your website, they are looking for answers. This can be valuable information. By creating audiences based on searches, you can create ads targeting these people, promoting the solution.

Website Custom Audiences Events

In the example above, people came to my website searching for “pixel.” I can target them when promoting my Facebook pixel 4-week training program.

Your Turn

This is just scratching the surface. There are dozens and dozens of audiences that you can create based on activity on your Facebook pixel. But this should help you understand the types of audiences that are possible.

Have you started creating these? What are examples of some that you use?

Let me know in the comments below!

The post Facebook Website Custom Audiences Based on Pixel Events appeared first on Jon Loomer Digital.

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Facebook Lead Ads Form: Customize Thank You Screen Thu, 19 Oct 2017 16:36:45 +0000 You can now customize Facebook lead ads form thank you screens, allowing advertisers to clearly communicate what and how to collect their content.

The post Facebook Lead Ads Form: Customize Thank You Screen appeared first on Jon Loomer Digital.

Facebook Lead Ads were launched more than two years ago, and they’ve been an important tool in my advertising toolbox. However, there’s been one minor annoyance with these ads: The thank you screen.

That annoyance is no more. Let’s take a look at what has changed…

The Old Thank You Screen

First, here’s a quick refresher of how Facebook Lead Ads work…

A Facebook Lead Ad looks like your typical link ad within the news feed.

Facebook Lead Ads

But when you click the ad, something amazing happens. Instead of loading an external landing page, it immediately opens a form…

Facebook Lead Ads

Facebook auto-fills the first name, last name, and email address from the user’s profile (who can edit it if they want). Just click “Submit” and you’re good to go…

Facebook Lead Ads

Above is the “thank you” screen. The problem with that “thank you” screen is that the advertiser couldn’t customize it.

Facebook Lead Ads Form

While the advertiser could link directly to the item that was being requested, the user had very little incentive to tap the button below since they wouldn’t know why that would be important.

In the old version, delivering what was requested in the lead form needed to be done through email. Since users did not consistently click that button (or know why they should), advertisers needed a third party tool to sync their lead forms with their CRM to then promptly deliver this content to the subscriber.

The New Thank You Screen

Here’s what the process for creating a Facebook lead form thank you screen looks like now…

Facebook Lead Ads Thank You

Let’s imagine you’re delivering an ebook or something that needs to be downloaded. Previously, an email would have been sent to the subscriber with a link to download that content. While you could have used that link in the prior thank you page, there was no way to communicate to the user that they needed to click that button.

Now, we can make that clear…

Facebook Lead Ads Thank You

The thank you screen will look like this…

Facebook Lead Ads Thank You

View Website vs. Download

One interesting part of this update is that there is a drop-down menu to select a button type. You can select from “View Website” or “Download.”

Facebook Lead Ads Thank You

That certainly sounds interesting. Does that mean that you can either send a user to the thank you page or have the button trigger a download? For that to work, Facebook would need to host the digital content.

Well, unfortunately, what you select here appears to make no difference whatsoever right now. If you select the “View Website” option, you could still customize the button to read “Download” and have the button direct a download from your website…

Facebook Lead Ads Thank You

If you select the “Download” option instead, you still need to provide a URL…

Facebook Lead Ads Thank You

Selecting the “Download” button type doesn’t appear to add any new functionality. Maybe I’m missing something. It could be an oversight on the part of Facebook. Or maybe there are plans to eventually make that “Download” button type truly functional.

You Should Still Sync Your CRM

This update allows subscribers to immediately access the content they requested. If you prefer not to sync leads to your CRM with a third party tool (it’s typically an additional expense), doing so manually is now more plausible.

However, I recommend that you continue to sync your leads with your CRM to also deliver that content promptly via email.

There’s no guarantee that the subscriber will receive your email. They may provide an address they rarely use. Maybe your message is flagged as spam or moves straight to a separate inbox. This update improves deliverability.

Your Turn

As a result of this update, I’m in the process of updating my forms. Do you have it yet? What do you think?

Let me know in the comments below!

The post Facebook Lead Ads Form: Customize Thank You Screen appeared first on Jon Loomer Digital.

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Dynamic Creative for Facebook Ads Thu, 12 Oct 2017 03:03:28 +0000 Facebook now allows advertisers to use Dynamic Creative to dynamically test up to 30 asset variations for a single ad to find what combination works best...

The post Dynamic Creative for Facebook Ads appeared first on Jon Loomer Digital.

Assembling the perfect, most effective combination of creative for Facebook ads is a time-consuming process for advertisers. Thanks to Dynamic Creative, that process just got a whole lot easier.

Which image works best? Should you use short or long text? How about your headline? Does the CTA button matter?

We, as advertisers, struggle with these questions. We create multiple ads in an attempt to isolate the highest performing combination. But if you have a low budget, it’s rarely worthwhile to create multiple ads while watering down the results.

If it works as advertised, Dynamic Creative just simplified the lives of advertisers. Let’s take a closer look…

What Is Dynamic Creative?

Dynamic Creative allows the advertiser to submit up to 30 creative assets, and Facebook then mixes and matches to find what performs best.

In addition to the overall limit of 30, Facebook caps the number of individual creative variations that can be submitted as well.

  • Title/Headline (5)
  • Images (10) OR Videos (10)
  • Text (5)
  • Description (5)
  • CTA Button (5)

Note that you can’t combine images AND videos when submitting creative variations — only one or the other.

How to Set Up Dynamic Creative

It’s possible that not everyone has this yet. But it’s also possible that you have it and don’t realize it — which was the case for me.

First, know that you must use the Quick Creation workflow when setting up a campaign. You would do this either in Power Editor or the new Ads Manager interface. If you use Guided Creation (as I was), Dynamic Creative will not be an option.

For now, you must use one of the following campaign objectives:

  • Conversions
  • Traffic
  • App Installs

Okay, so let’s get this set up…

First, set up your campaign using Quick Creation and save it to draft. We’re only selecting an objective and naming our campaign, ad set, and ad for now.

Facebook Ads Quick Creation

Now, edit the ad set, and you’ll see the Dynamic Creative option.

Facebook Dynamic Creative

Click the button to turn Dynamic Creative on. You’ll now get a message indicating that any settings that aren’t compatible with Dynamic Creative will be changed or removed.

Facebook Dynamic Creative

Most of this, as far as I know, relates to placements.

Everything else is done at the ad level. You can upload up to 10 image variations…

Facebook Dynamic Creative

…or up to 10 video variations.

Facebook Dynamic Creative

Remeber that you can’t, at this moment, provide a mixture of images and videos.

After entering the website URL and display link (you can’t provide variations for those), provide up to five text variations by clicking the “+ Add” button.

Facebook Dynamic Creative

Submit multiple titles/headlines…

Facebook Dynamic Creative

Submit multiple descriptions…

Facebook Dynamic Creative

Finally, you can submit up to five CTA button variations by selecting the ones you want in the drop-down…

Facebook Dynamic Creative

View Variations

If you attempt to provide more than 30 assets, Facebook will give you an error message…

Facebook Dynamic Creative

Note that the limit of 30 includes those assets that don’t allow for variations (website URL and display link, for example).

While in the ad, you’ll see a preview of what an ad may look like on the right side.

Facebook Dynamic Creative

Notice that the combination of assets is completely random. Click “View More Variations” to see all of the various variations of ad creative.

Facebook Dynamic Creative

Here’s the thing that confused me at first: You aren’t creating multiple ads.

Facebook Dynamic Creative

This is only one ad. You can’t pick and choose which creative variations go with one another. As such, you’ll need to be sure that any creative variation you submit will work with any other asset.

View the Top Performing Ad Creative

Since you’re creating only one ad, which assets are performing best? It will be useful to know which types of text, images, videos, headlines, descriptions, and CTA buttons are the top performers so that you can learn from that information and apply it in the future.

Well, you can actually find that within your ad reports.

Click “Breakdown” at the top right of your ad reports and select “By Asset.”

Facebook Dynamic Creative

You can now view performance by any of the following breakdowns: Image, Video, Headline, Text, Description, Call to Action, and Website. These options will not appear within Breakdown until you launch your first campaign with Dynamic Creative.

Your Turn

Have you started experimenting with Dynamic Creative yet? Is it leading to better results? What are you learning?

Let me know in the comments below!

The post Dynamic Creative for Facebook Ads appeared first on Jon Loomer Digital.

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Short Facebook Videos: An Experiment Fri, 06 Oct 2017 05:18:56 +0000 I've started experimenting with short Facebook videos. Here's a deep look at my process and strategy related to the videos, ads, list building, and traffic.

The post Short Facebook Videos: An Experiment appeared first on Jon Loomer Digital.

If you’ve been following my Facebook page or content lately, you know that I’ve been experimenting with something very different for me: Short Facebook videos.

Let’s take a closer look at what I’ve been doing, why, and my developing strategy using short Facebook videos.

Background: I Hate Videos

Let’s be clear: I get it. Video is powerful. I encourage everyone to create videos. But I freaking hate it.

We can go back nearly five years now to my New Year’s resolutions for 2013. Since then, I’ve told myself repeatedly that I need to commit to video.

I’ve messed with video. I created tutorials on YouTube for a while. I conduct live webinars to my private communities via Facebook Live. But video is a major struggle for me.

It wasn’t until recently that I was able to isolate why it’s such a struggle. And once I did, it allowed me to tackle it in a way that makes me comfortable.

My goal is to create content efficiently. High impact with a lower amount of effort, if possible. But video stresses me out. Is it live? Do I record it? Is the lighting right? How do I look? What’s my script?

In the long run, it became a bad fit for me. I focus on blog posts I can churn out in two hours and reach thousands of readers. I create webinars and live training programs that I can repeat again and again.

So instead of trying to transform myself into someone who does edited, professional videos, I decided to make videos fit my style.

Why not create short videos that are all under a minute? Screen shares only. No sound. High volume and high impact. Something I could spit out quickly, but provide significant value.

Suddenly, I was inspired…

My Test

Last Thursday, I whipped up this video…

The response was fantastic. I knew I had a potential hit on my hands.

All this time, I had been neglecting the fact that the power of Facebook video actually fits my strengths. The best Facebook videos are short. Most people watch without sound (though Facebook seems to be moving to autoplay with sound). I can take advantage of that.

I quickly got to work.

My Video Strategy

I’ve been writing blog posts on this website for more than six years now. I’d be lying if I told you there wasn’t at least a little bit of burnout on the horizon. Video could be the answer.

It’s not only good for me, it’s good for my audience. It’s a different way to teach. A different way to consume content. And it generates, when done right, a ton of engagement.

Facebook advertising is a deep topic. I opened up a spreadsheet and started up a list of potential topics.

Here’s the beauty of a short (30-60 seconds) video: You can’t cover much. You can only cover one small part of a complicated problem.

That means lots and lots of video possilities. Within days, I’ve already created close to 20 of these videos with dozens more coming.

My Facebook page hasn’t been very active for a few years now. I use it to share my latest blog post. It does well for that one post. But my writing has been once or twice per week, sometimes once every two weeks. The page can get stale.

These videos have breathed new life into my page and my content. Every morning at 9:05am my time, I’m publishing a new video.

Through today, I’ve published the following from the “How To” series:

  1. Video Custom Audience
  2. Website Custom Audiences – CompleteRegistrations
  3. Automated Rules
  4. Reach Objective
  5. Target Nearby Travelers
  6. Post Engagement Audiences
  7. Create Audience of Frequent Website Visitors
  8. Target Highest Spending Customers

This gives me new content on a daily basis — something I haven’t provided my audience in three or four years.

After a few videos, one change I made was adding a call-to-action button that would drive people to my website to view the full list of videos.

Here’s an example…

Facebook Video CTA Button

This way, I could also drive traffic and build those valuable Website Custom Audiences. To where am I driving that traffic, you ask?

To this…

Website Integration

I wanted to leverage these videos for my most cherished asset: My website.

These videos needed a home base. I developed a page where I will embed all of these videos going forward.

The beauty of this is that I’m embedding the Facebook videos themselves. Anyone who watches these videos on my site will be adding to the engagement on the videos — adding more views and social proof.

Long-term, I’ll need to plan for ways to organize these videos as we start approaching 50 or 100. It could become a great resource for marketers looking for answers and quick tutorials.

List Building

I may be backwards, I admit. Most marketers think of how they can make money first. I start with a need and a way that I can fill it.

I don’t yet know how — or if — these videos will lead to a product. But after a few days, I decided to make it possible for people to subscribe so that they’re notified when a new video has been published.

One reason for this is that I know there’s no way I’ll be emailing my entire list every time I publish a video. But I want to allow people to opt-in to such a broadcast. That’s how this subscription was born.

That’s why you now see an opt-in form at the top of the Quick Video Tutorials page.

I love this type of subscription. My email list is a huge reason for the success of my website. It’s a built-in, unfair advantage. I email more than 100,000 people and immediately drive a few thousand page views.

While I won’t email 100,000 people on a daily basis for this, it’s still going to be a benefit to know that I can automatically send a few hundred to watch, engage with, and share these videos.

Of course, that gave me one more thing I could advertise…

Facebook Ads

I started simply. I created a Video Views campaign using the built-in split testing feature to try out three primary audiences:

  • Website Custom Audience – Viewed Facebook Topic – 2+ Frequency – 180 Days
  • Facebook Page Engagement Audience – Posts and Ads – 365 Days
  • Page Likes

I limited my audience in each one to 13 “select countries” that are most likely to lead to an opt-in and sale (based on history).

I ran the split test for each of the first eight videos. The results? Very close.

In the end, my website visitors watch my videos slightly longer, with those who engage with my posts and ads close behind. Costs are very close.

Basically, this tells me that my page likes audience was built the right way. Going forward, I’ll use two ad sets to promote these videos:

  • Website Custom Audience – Viewed Facebook Topic – 2+ Frequency – 180 Days
  • Page Likes + Facebook Page Engagement Audience – Posts and Ads – 365 Days

This way, the second ad set will be those who like my page AND engage with my posts or ads.

I’m also running ads to promote the ability to subscribe to daily updates for this video series. There are a few variations of these ads, but here’s one…

Quick Video Tutorials Facebook Ad

If you’re wondering, this is a lead ad. Who am I targeting, you ask?

Video Views Custom Audiences

One of the big advantages of Facebook video is that it provides a new kind of remarketing. With video, you can build an audience efficiently that you can target later.

That’s what happened here. I created a video views audience of anyone who watched 95% of at least one of my Quick Video Tutorials during the past seven days. That way, I target those who found the most value in the videos, but I stop wasting my money on them if they haven’t subscribed within seven days.

I also create a three second video view audience for each individual video. I exclude this audience when promoting that particular video to prevent further waste. Once they see the video for at least three seconds, I won’t pay to show it to them again.

Here’s an example of the targeting for my eighth video.

Facebook Video Targeting

I’m excluding anyone who already watched three seconds of the video I’m promoting.

Chat Bots?

I’ll admit that I’ve been slow to embrace Facebook Messenger chat bots. Some have expressed surprise by this. But I’ve always been one who favors a personal touch over automation.

However, this experiment got me thinking about chat bots again. What if someone could subscribe to my updates via Facebook Messenger?

There are lots of bottleknecks and hurdles associated with chat bots because all messaging currently goes directly into ZenDesk and generates a ticket. But I’m actively testing, and we’ll see where this goes.


Taking me back to my roots…

I admit that I’ve completely neglected YouTube for the past few years. I even struggled to find my way around once I went back. But it occurred to me that YouTube is the perfect place for these videos.

Where do you go for “how to” videos? YouTube. What kind of video does great in Google searches? The “how to” video.

While it’s certainly not a major part of my strategy (and not making a big impact yet), I wanted to be sure to include YouTube in this as well.

Quick Video Tutorials YouTube

On a side note, the mistake I see many YouTube-first marketers make is that they share links to their YouTube videos to Facebook. Those static, cropped, ugly links. Stop this. Upload your Facebook video! You can always link to your YouTube channel in the text or as the CTA button.

My Process

This is quickly getting complicated, but let’s recap…

  1. Create a video ad with a CTA button to my website that is scheduled to my page at 9:05am on a designated day
  2. Embed that video on my website
  3. Create a Custom Audience for that video
  4. Add that video to the 95% custom audience for all videos
  5. Create a 1-day ad for that video
  6. Run continuous ads promoting the Quick Video Tutorials subscription
  7. Send a daily email to my (growing) list of QVT subscribers
  8. Publish to YouTube
  9. Rinse and repeat…

Your Turn

This is still a new and evolving strategy, but what I’ve outlined above is how it looks today. I’m energized by the results and feedback so far, so I’m looking forward to seeing where it goes.

Are you experimenting with Facebook video? What else would you add to the strategy?

Let me know in the comments below!

The post Short Facebook Videos: An Experiment appeared first on Jon Loomer Digital.

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Facebook Ads: How to Create Offline Event Custom Audiences Fri, 29 Sep 2017 05:25:31 +0000 Facebook advertisers can now measure the impact of ads on offline events and also create various audiences of those who interacted offline. Here's how...

The post Facebook Ads: How to Create Offline Event Custom Audiences appeared first on Jon Loomer Digital.

Late last year, Facebook added the ability for brick and mortar businesses to track the offline impact of their Facebook ads with Offline Event Sets. Now advertisers can target these customers through Offline Event Custom Audiences.

Let’s take a closer look at Offline Event Sets and how advertisers can create audiences to target these customers with their Facebook ads.

Refresher: Offline Event Sets

Before we talk about creating these audiences, it’s important to understand how Offline Event Sets are created. First, go to Offline Events within your Ads Manager menu…

Facebook Offline Events

Click to add an Offline Event Set data source.

Facebook Offline Events

Name it and click to “create.”

Facebook Offline Events

Fast forward. You selected this offline event set for one of your ads. You’ve collected offline sales. You can now upload your offline event set file (or send the offline event data via API).

Facebook Offline Events

Your file can include columns for six event descriptions…

Facebook Offline Events

And 17 identifiers…

Facebook Offline Events

Think of it like this: You showed your ad to an audience. Some of those people saw or clicked your ad. Some of those who saw or clicked your ad visited your brick and mortar business. You now need to provide Facebook with evidence that those who saw or clicked your ad converted offline.

How? Some basic information that should be in your file:

  • Event (Purchase, Lead, CompleteRegistration, etc.)
  • Date/time of purchase
  • First name
  • Last name
  • Order ID
  • Value
  • Email address, phone number, etc.

By providing this information, Facebook can then attempt to connect those who converted offline with those who saw or clicked your ad (within the 1-day view and 28-day click attribution windows).

Create an Offline Event Custom Audience: Method #1

Now that Facebook has this offline data, it’s valuable to create audiences to target these people later with Facebook ads.

It seems odd, but there are currently two methods for creating an Offline Event Custom Audience, and they don’t provide identical results. Let’s take a look at the first one.

Within the Offline Event Set, click the “Create Audience” drop-down at the top right and select “Custom Audience.”

Facebook Offline Events Custom Audiences

After selecting your ad account, the process will look like this…

Facebook Offline Events Custom Audiences

You’ll be able to create four different offline event audiences…

Facebook Offline Events Custom Audiences

When selecting “Everyone in the event set,” you’re essentially turning your entire file (whether they saw/clicked on your ad or not) into a Custom Audience. You could have done the same thing by uploading it again as a data Custom Audience.

When you select “People based on total purchase value over time,” you can determine the value to qualify. By default, it’s “greater than or equal to 100.”

Facebook Offline Events Custom Audiences

This is possible because your Offline Event Set file includes a column for event value.

You can also create an audience based on “People associated with a specific event type.”

Facebook Offline Events Custom Audiences

You can select from event type and set a minimum or maximum frequency…

Facebook Offline Events Custom Audiences

Finally, you can create an audience of offline events based on “People with custom attributes.”

You could base this on an event without accounting for value.

Facebook Offline Events Custom Audiences

If your file includes custom attributes, you can leverage those here.

Facebook Offline Events Custom Audiences

Create an Offline Event Custom Audience: Method #2

Another way to create Offline Event Custom Audiences is within the Audiences section.

Facebook Offline Events Custom Audiences

If you have this, you’ll see an option for Offline Activity.

Facebook Offline Events Custom Audiences

The description of this feature says that you can “Create a list of people who interacted with your business in-store, by phone, or through other offline channels.”

After selecting your Offline Event Set, you can create an audience of “People who interacted offline”…

Facebook Offline Events Custom Audiences

This would presumably be the equivalent of selecting “Everyone in the event set” in the first option above.

The only other option is to select an individual event…

Facebook Offline Events Custom Audiences

After selecting the event, you can further refine by Value, Custom Data, or Aggregated Value.

Facebook Offline Events Custom Audiences

This is where you can add logic for value and frequency.

Facebook Offline Events Custom Audiences

Your Turn

If you advertise for a brick and mortar business, it’s imperative that you’re measuring offline events. Now, you can also leverage the data from those offline event sets to target these people in ads.

Do you have the option to create these audiences yet? How are you using them?

Let me know in the comments below!

The post Facebook Ads: How to Create Offline Event Custom Audiences appeared first on Jon Loomer Digital.

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Facebook Ads Manager and Power Editor Combine Into One Tool Tue, 12 Sep 2017 16:00:28 +0000 Facebook is combining Ads Manager and Power Editor into one powerful tool. No functionality will be lost. Here are the details that you need to know...

The post Facebook Ads Manager and Power Editor Combine Into One Tool appeared first on Jon Loomer Digital.

Facebook announced today that Power Editor and Ads Manager will be combining into one tool.

Deep breaths…

For those who have used Power Editor religiously for the past several years due to added features not available in Ads Manager, don’t worry. It sounds as though no functionality will be lost.

For those who have used Ads Manager because Power Editor is overwhelming, don’t worry. Ease of use will remain a priority.

If you’ve followed the evolution of Power Editor during the past couple of years, this shouldn’t be much of a surprise. There was a time when the two tools were drastically different. But with each update to the two interfaces, they’ve looked more and more like the other.

The reality is that there was no longer a need to have both tools. They have become nearly identical anyway.

This update, which is rolling out this week, is focused primarily on campaign creation and reporting. Let’s take a closer look…

Creation Flows

One change we’ve seen over the past year or so is the introduction of “Guided Creation” when designing campaigns. It allows advertisers to go through the entire process of creating a campaign, ad set, and ad, and it’s become the only way to create campaigns in Ads Manager (before the change)…

Facebook Ads Manager Guided Creation

From Power Editor, advertisers had the option of using Guided Creation or Quick Creation. Quick Creation allowed advertisers to quickly generate a campaign, ad set, and ad draft by providing the most basic information (before the change)…

Facebook Power Editor Quick Creation

Guided Creation within Power Editor was almost identical to the same process in Ads Manager. Here’s an image before the change…

Facebook Power Editor Guided Creation

The new Ads Manager (combined tool) will allow advertisers who used the Quick Creation option in Power Editor to keep using it (after the change)…

Facebook Ads Manager Quick Creation

Facebook sent me this image of what Guided Creation will look like for the new Ads Manager (combined tool)…

Facebook Ads Manager Guided Creation

Both options will be made available to all advertisers with the combined tool. Facebook will automatically opt you in to the creation method you use most frequently, but you’ll be available to switch to the other method if you choose.


The difference between the image above and the original flow of Guided Creation in Ads Manager is small. Can you spot it?

Here’s the bottom left corner of Guided Creation in the old Ads Manager…

Facebook Ads Manager Guided Creation Close

If you closed this window at any time, you’d lose all of your work. No drafts were generated.

But here’s the bottom left corner of the new (combined tool) Ads Manager…

Facebook Ads Manager Guided Creation Close

All advertisers will now have the ability to save their work as a draft.

In fact, Facebook says your work will now be saved via automatic drafts. You will, however, need to review and publish any changes that need to go live (as you do in Power Editor). To help make sure that an advertiser with unsaved changes doesn’t forget, Facebook will surface reminders inviting you to review and publish your changes.

One Source for Reports

Great, so there’s now one unified place to create Facebook campaigns, ad sets, and ads. That was certainly a source of confusion for advertisers — particularly new advertisers. But what about reports?

Yeah, this was an issue, too. Advertisers have had ad reports baked into their Ads Manager. But they also had stats in Power Editor. Frustratingly, the organization and access to these metrics were not the same.

Hell… Sometimes the numbers didn’t even match up from Ads Manager to Power Editor!

Personally, I ignored the stats within Power Editor. If I wanted to see how my campaigns were doing, I dove into the goldmine of information in Ads Manager. That’s where I used Customized Columns and accessed the enlightening info within Breakdowns.

With this update, there will be one unified place to access your ad reports — within the new Ads Manager. This is where you’ll get charts, activity history, breakdowns, summary rows, date benchmarks, exported insights reports and more. No more confusion.

Facebook Ads Manager Ads Report

If you aren’t using many of these features in Ads Manager, it’s time to start. They’re extremely valuable!

You Lose Nothing

This could be a scary announcement for both the green advertiser who is intimidated by Power Editor and the experienced advertiser who wants all of the extra bells and whistles. But it appears both sides should be happy by this announcement.

The new advertiser can continue to use the guided creation method when creating a campaign. Power Editor no longer “exists” (in name, at least), so it’s one less thing for them to worry about.

Facebook says that no functionality is lost as a result of this change. So those who have relied on Power Editor for the past few years won’t lose anything.

The bottom line is this update provides consistency and continuity. If executed as Facebook claims, it will be better for everyone.

If you don’t have this update yet, Facebook says they will begin rolling it out later this week.

Your Turn

What do you think of this update?

Let me know in the comments below!

The post Facebook Ads Manager and Power Editor Combine Into One Tool appeared first on Jon Loomer Digital.

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Facebook Conversion Optimization: Standard and Extended Fri, 08 Sep 2017 04:22:16 +0000 Not enough conversions to properly optimize? Should you optimize for link clicks or conversions? Now there's a new Facebook conversion optimization option!

The post Facebook Conversion Optimization: Standard and Extended appeared first on Jon Loomer Digital.

You have a new product that you want to promote. You create a Facebook ad campaign. Should you optimize for conversions or clicks? Now, you have another option with a new Facebook conversion optimization feature: BOTH.

Let’s take a closer look…

How Conversion Optimization Works

One of the many benefits of Facebook advertising is the ability to optimize for a particular action. Facebook has data. They have lots and lots of data. As a result, they have a really good idea about which groups of people are more likely than others to click, convert, or engage.

When creating a campaign with the conversion objective, advertisers need to select an optimization action…

Facebook Conversion Optimization

You can optimize for any of the following:

  • Conversions: Deliver your ads to the right people to help you get the most website conversions at the lowest cost
  • Link Clicks: Deliver your ads to the right people to help you get the most link clicks from your ad to a destination, on or off Facebook, at the lowest cost
  • Impressions: Deliver your ads to people as many times as possible
  • Daily Unique Reach: Deliver your ads to people up to once a day

The power of Facebook advertising is found within the first two options. Facebook knows who (within the audience you’ve selected) is most likely to convert or click a link. You don’t need to waste money on those least likely to perform those actions.

Facebook Conversion Optimization

When you optimize for an action, Facebook won’t show your ad to everyone within your audience. Instead, they’ll focus only on those most likely to perform the action that you want.

That’s amazing!

The Problem: Volume

If you want to sell more of your product, the logical assumption would be to optimize for conversions. While optimizing for conversions, you first tell Facebook which specific conversion you want to optimize for.

If I’m selling my Business Manager training program, I’d logically want to optimize for that.

Facebook Conversion Optimization

Facebook knows what types of people have bought my course before because I have the Facebook pixel on my website and created a Custom Conversion for that product. So Facebook can learn about what those people are like so that they can find more people in my audience who are just like them and likely to buy.

But here’s the problem: What if my product is new? What if only a couple of people have bought it so far? Facebook won’t have enough data to properly optimize.

Facebook says that in order for its systems to properly optimize, you need to receive a minimum of 15-25 of those conversions per week. Obviously, the more high-quality data that Facebook can work with, the better. But that’s the minimum.

What, then, do you do if you aren’t getting that many conversions?

Well, you could optimize for a similar or broader conversion. For example, you could optimize for the general “Purchase” event that will pick up any purchase on your website…

Facebook Conversion Optimization

Or you could optimize for link clicks to drive more people to the landing page in an effort to get more conversions.

Facebook Conversion Optimization

Many advertisers optimize for link clicks until they get enough conversions for Facebook to properly optimize. Then, they switch to optimize for conversions.

New Clicks to Conversion Optimization

That method is a bit messy, of course. It’s manual. You need to make assumptions. How long should you optimize for link clicks prior to switching to conversions? How many conversions is enough to properly optimize for conversions?

Thankfully, Facebook is rolling out a new method that will automatically switch from optimizing for link clicks to conversions!

If you have this new method, the optimization area will look like this…

Facebook Conversion Optimization

In Facebook’s words:

If not enough people have seen your ads and taken action, we may not be able to optimize for conversions. We will optimize for link clicks until we have more data, then start optimizing for conversions.

That could be pretty dang helpful.

If you click the toggle to turn this feature on, you’ll get a drop-down…

Facebook Conversion Optimization

Let’s break down those two options now.

Standard Optimization

This is the default (or “standard,” I guess) option.

Facebook will start by optimizing for link clicks until your campaign achieves one of the following three things:

  • 15-25 conversions
  • 1,000 link clicks
  • 7 days pass

Once that happens, optimization will switch automatically to conversions.

Note that Facebook doesn’t care if your campaign is running for less than a week. They also don’t care if you’ve already used up your budget. Theoretically, you may never switch to optimizing for conversions if you never hit one of those thresholds.

Extended Optimization

With this option, Facebook will optimize for both link clicks and conversions until you generate 15-25 conversions or your budget is spent. Facebook won’t switch to optimizing for conversions entirely until you reach that 15-25 conversion threshold.

While you may get more conversions early with this method than with Standard, you’re also at risk of driving lots of traffic without any conversions since Facebook will have a difficult time optimizing for those conversions.

Which Should You Use?

First, know that this method isn’t magical. It doesn’t replace the normal way of optimizing for conversions if you already have enough conversions to properly optimize. If that method is working, don’t expect this to improve your results.

But if volume is an issue and you aren’t getting good results, you absolutely should give this a try. A couple of thoughts to keep in mind…

Standard is the default option because that’s where Facebook thinks most advertisers will find success. If you want to generate more volume to eventually optimize for conversions, use this method.

If your focus is instead on making sure you spend your entire budget or get full delivery, Facebook suggests Extended optimization.

Not sure what’s right for you? Facebook says to start with Standard optimization and switch to Extended if you don’t get enough delivery.

Your Turn

Have you started to experiment with these optimization options yet? What results are you seeing?

Let me know in the comments below!

The post Facebook Conversion Optimization: Standard and Extended appeared first on Jon Loomer Digital.

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How to Edit Facebook Link Previews Thu, 07 Sep 2017 05:00:34 +0000 Facebook recently removed the ability for page publishers to edit link previews (image, headline, description). Here's how you can still do it...

The post How to Edit Facebook Link Previews appeared first on Jon Loomer Digital.

Marketers can no longer edit organic link previews (thumbnails, headlines, and descriptions). Go ahead, try it.

From the page publisher…

Facebook Link Preview - Publisher

Previously, you could click into the headline or description and edit what it says. Those items can no longer be changed. You also could have removed the link thumbnail and replaced it with something else. Now, if you click that “x” at the top right of the image, it removes the preview entirely with no ability to replace the image.

This is also now the case in the Page Posts area of Ads Manager…

Facebook Link Preview Page Posts

Facebook took away the ability to edit link previews as part of their ongoing efforts to combat fake news. Offenders would edit that information to mislead readers.

Think about it. You could share a link to a legit and trusted source. Then edit the image, headline, and description to make a baseless claim that isn’t in that article. But since many people won’t read that article and they want the headline to be true, they’ll share it.

Unfortunately, this takes away a tool that ethical marketers have used as well. Sometimes, the preview information isn’t up to snuff and you want to change it without changing the message. For example, maybe the image is of poor quality or doesn’t represent the content. There are many reasons why you might want to edit this information.

So, are marketers out of luck now? Nope. Facebook actually recommends a few ways to continue editing link previews.

1. Edit Open Graph Tags

Open Graph tags on your website provide Facebook with the content it needs to fill a link preview. If a link thumbnail, title, or description don’t appear when you paste a link on Facebook, it’s because those tags weren’t properly created.

There are many ways to update Open Graph tags. I use a WordPress plugin called Yoast SEO. This allows me to manually override what is sent to Facebook.

Yoast SEO Facebook Open Graph

If I wanted to change what appears in the link preview on Facebook, I could decide to edit it from my website admin. This way, that information would be changed globally for anyone who shares the link to my post — not just this one time.

If you’ve ever made these changes before, though, you may have noticed that Facebook often doesn’t display the updated information after making your changes. That’s because the old information is cached. You need to force Facebook to scrape it again.

You do this with Facebook’s Open Graph Object Debugger.

Facebook Open Graph Debugger

Click the “Fetch New Scrape Information” button. The next time you share that link to Facebook, it should pull the new information from the updated Open Graph tags.

2. Claim Link Ownership

Facebook understands that this is a major pain to publishers — media companies in particular. So Facebook is granting access to link preview editing to certain publishers who first claim ownership of a website.

Of course, this isn’t available to everyone (I don’t have it). It’s only available to (presumably) select news media. If you have it, though, “Link Ownership” will be found under “Posts” within your page Publisher Tools.

Following is an image provided by

Facebook Link Ownership

You then follow the directions provided within this section to paste some unique code to your site and claim ownership of that content, connecting it to your page. You can then regain access to editing link previews.

Of course, you may not have access to this tool. That leaves…

3. Create an Ad, Publish via Page Posts

The first option isn’t particularly reasonable for most. You aren’t usually going to want to change the link preview globally. You just want to do it for this one post.

The second option is great if you’ve got it. But as mentioned, you may not have it.

The final option is kind of a pain. But it does the trick.

You see, when you create an ad, the link information that you provide will go through a review process. Facebook will check to be sure that the link preview information that you provide is acceptable. Once that approval is granted, you can publish your ad organically.

Of course, if you don’t want to run the ad, just make sure to stop it before it starts. But you’ll need to wait for approval first.

When creating the ad, I edit the link image, headline, or description…

Facebook Ad Edit Link Preview

Once the ad is approved, it will appear within the Page Posts section.

Facebook Ad Edit Link Preview

Check the box next to it, click “Action” and select the option to publish.

That’s it! Your link preview edits will now appear in an organic post.

[Don’t forget to deactivate the campaign if you don’t want it to run!]

Your Turn

Facebook has good reasons for removing the ability to edit the link preview information, as annoying as that may be for ethical publishers. But there are ways around it.

Are you still editing link previews? Which method are you using?

Let me know in the comments below!

The post How to Edit Facebook Link Previews appeared first on Jon Loomer Digital.

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Facebook Business Manager: Common Myths and Misconceptions Thu, 31 Aug 2017 01:59:17 +0000 Facebook Business Manager is a powerful tool for agencies and advertisers. Yet, several myths prevent them from utilizing it to its full potential.

The post Facebook Business Manager: Common Myths and Misconceptions appeared first on Jon Loomer Digital.

This is a guest post by my friend Andrew Foxwell, of Foxwell Digital. Andrew and I are co-hosting the 4-week training program, “Demystifying Facebook Business Manager.” Go here to sign up!

– Jon

Let’s face it: Business Manager can be downright confusing. There are seemingly endless permission levels, Pages, ad accounts, employees, roles, assets, and much more.

What’s it all about anyway? And how can it help make you and your team less frustrated while also help you work more efficiently?

When it comes to myths and misconceptions about Facebook Business Manager, I’ve truly heard it all. I’ve heard it deletes ad accounts by accident (what?), causes employees to lose access for days at a time (um, huh?), creates multiple pixels without warning (is that even possible?), and plenty more.

In this blog post, I’ll debunk some of the most common Business Manager myths and misconceptions and explain how it actually works to help you and other Facebook marketers succeed.

Myth 1: “Business Manager is more difficult to use than Ads Manager”

This myth arose because Business Manager has so many more options and settings than Ads Manager. As a result, it can be a bit overwhelming when you first log in and see all the various offerings Business Manager has for you.

However, if you have confidently executed ad campaigns within the Facebook Ads Manager or Power Editor, you will also be able to navigate Business Manager with ease.

Remember: Using Business Manager and Ads Manager is not an either or; they work together.

The Ads Manager, Pages, Product Catalogs, more are all connected directly into your Business Manager. This allows Business Manager to centrally locate all the tasks, employees, and assets associated with your Facebook marketing efforts. These various items are no longer siloed in different places; they’re housed together within Business Manager.

One Business Manager feature that confuses folks right from the outset is permissions, and more specifically, admins. There are Business Manager Admins, Page Admins, Ad Account Admins, and the list goes on.

Facebook does an admittedly poor job of explaining how each of these permission levels differ. In classic Facebook fashion, they use the same word for multiple definitions and meanings. In reality, admins have different responsibilities and permission levels depending on the task.

Myth 2: “My clients think Business Manager is a pain and they don’t want to switch”

Switching to Business Manager isn’t a choice, it’s a must do. It’s 2017 and Business Manager is over three years old. In most cases, Facebook will not respond to your support request unless you’re using Business Manager.

Let’s consider what we had before…

The old model required that a marketer or agency contact be connected to all of the client’s assets using their personal Facebook account. Assets were organized in different places. This did not allow for easy connection or disconnection if an employee left or came onboard. In short, it made the initial setup process a huge pain.

That’s not to say that setting up Business Manager from scratch doesn’t take time. It does! For large and complex organizations, it can take a few hours. However, in most scenarios, properly setting up Business Manager for you and your team will take an hour or less.

The real impetus is on us — advanced advertisers and agencies — to prove Business Manager’s lasting benefits to our clients.

We need to better explain how Business Manager leads to more transparency. It allows us to look at the history of any action taken on any asset at any time. It also helps organize complex advertising campaigns in a more straightforward way.

Ultimately, Business Manager saves everyone time. In this business, time is money.

Myth 3: “Business Manager limits what we can do in a client account”

Setting up Business Manager does not change any existing connections in a client account. If you’ve been connected as an Admin previously, adding that account or Page into a Business Manager account doesn’t change that permission level. You have the exact same permissions as before.

If correctly set up, there will be no changes to what you can do with Ads Manager and Power Editor. In fact, gaining access to Business Manager will help you connect additional assets (pixels, Instagram accounts, product catalogs, and more) even more easily than before.

Myth 4: “Business Manager limits the number of ad accounts you can have”

There is no limit to the number of ad accounts that a user can create or be connected to via Facebook Business Manager. There are very rare exceptions to this rule, but they mostly revolve around accounts that have had significant policy violations and are attempting to start anew.

Some of you may have run into this limitation issue in the past, as there once was an ad account limit and Facebook would “whitelist” various accounts. If you are still facing issues with ad account limits, it’s clear that something within the Ad Account isn’t linked to the Business Manager properly, or it could be a bug.

Myth 5: “Business Manager setup requires advertisers to be Facebook friends with clients”

If you’re an advertiser or agency and helping connect your clients via Business Manager (ideally with the client taking the lead and you walking them through it), you do not have to be Facebook friends with the client.

What sometimes ends up happening is that advertisers try to circumvent the process to make it easier on the client by having them send friend requests. In that case, the advertiser goes in and personally sets up the Business Manager on behalf of the client.

This action is actually quite detrimental, as it places the advertiser or agency at the center of the client’s Business Manager, making the client totally dependent on the advertiser for changes or edits. Remember: These assets belong to the client, not to the advertiser or agency.

An agency shouldn’t be listed as an employee of a client’s Business Manager. Instead, they should be listed as what they are in real life: a Partner.

Plus, if you are an official Partner, you or your agency can gain more credibility from Facebook because they can see how much ad spend you personally manage.

Myth 6: “Business Manager is just a fad and doesn’t improve ROI”

Alright, time for some real talk: Business Manager is definitely not a fad and it’s not going away.

As a project management tool, Business Manager will help you and your team save time, which in turn saves you and your clients money. It helps make your workflow more efficient and aids in managing employees more effectively while holding everyone more accountable.

With Business Manager, you can quickly check in and take the temperature of all your accounts, all within one interface with less room for error. It brings greater transparency all around and proves your professionalism from the outset.

Become a Business Manager Master


If you have additional questions about Facebook Business Manager and would like step-by-step guidance on how to set it up the right way from the beginning, I encourage you to check out our 4-week course on Facebook Business Manager. 

The program covers:

  1. What Business Manager is and why Facebook invented it
  2. Guided, step-by-step process to set up Business Manager the right way
  3. How to efficiently manage your clients and staff using Business Manager
  4. The most common FAQs answered
  5. How Business Manager drives ROI effectively and efficiently
  6. Everything you need to know to master Business Manager accounts, page roles, admin tasks, pixels, billing, and much more!

See you there. Sign up today!

Your Turn

Are you or a client balking at connecting to Business Manager? What challenges are you having?

Let me know in the comments below!

The post Facebook Business Manager: Common Myths and Misconceptions appeared first on Jon Loomer Digital.

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Facebook Search and Trending: Show Publisher Logo Fri, 25 Aug 2017 16:00:24 +0000 Facebook is giving publishers branding opportunities by surfacing their logos in Search and Trending. Here's how to add logos to your Brand Asset Library...

The post Facebook Search and Trending: Show Publisher Logo appeared first on Jon Loomer Digital.

Branding and traffic are at the core of a publisher’s goals. I want a potential reader to spot and recognize my branding wherever they are, making them more likely to click and go to my website.

Facebook now allows publishers to upload logos within the new “Brand Identity” section of a page’s Publishing Tools to improve branding on the platform. The testing grounds for where these logos will be surfaced are within Search and Trending.

Here’s an example of the old and new versions of Trending (old on the left, new on the right) to show how this changes branding on mobile…

Facebook Publisher Logo Trending

And here’s an example of the updates to Search…

Facebook Publisher Logo Search

These changes will apply to both desktop and mobile, and it’s likely that we will see more of this branding in the future.

From Facebook:

Our goal is to put your logo next to your content wherever it appears in Facebook. To start, we are testing how these logos work in Trending and Search surfaces on Facebook. We will continue to explore opportunities to add logos to new surfaces and further extend publisher brands on Facebook.

This appears to be a display update that not all users are seeing yet (I don’t yet have it). However, you shouldn’t wait for that update to upload your own logo into your Brand Asset Library.

How to Add Your Publisher Logos

Facebook has added a new section called Brand Identity to the page Publishing Tools. This is where you’ll add your logos.

Facebook Publisher Logo Brand Identity

[Note that I don’t have this yet on all of my accounts. There’s no indication of when it will be available to all.]

You’ll need to upload three different horizontal logos:

  • Color (for white backgrounds)
  • Black (for contrast against light backgrounds)
  • White (for contrast against dark backgrounds)

Here’s an example of my logos…

Facebook Publisher Logo Brand Identity

Brand Identity Logo Requirements

Here are a few requirements to keep in mind…

1. Horizontal logos for best results, not exceeding a 1:10 ratio. In other words, the width can’t be more than 10 times the height.

Either of these would be fine:

Facebook Publisher Logo Brand Identity

2. Square is okay. The main thing is that you don’t use a vertical logo.

Facebook Publisher Logo Brand Identity

3. No taglines or secondary text. The logo will be small in most cases, so this secondary text won’t be legible.

Facebook Publisher Logo Brand Identity

4. Remove extra padding around your logo. Extra padding (top, bottom, and sides) can make for an awkward placement.

Facebook Publisher Logo Brand Identity

5. PNG files only with a transparent background. No colors or opaque colors behind the logo.

Note that the white version does have a transparent background. Facebook shows it having a black background after uploading only for display purposes so that you can see a logo is there.

6. A height of 300 pixels or more is recommended. Use the highest resolution file possible for scaling purposes.

7. No colors or gray tones in the black and white versions. Use #000 for black and #fff for white only.

Your Turn

I’ve added my logo for the Jon Loomer Digital page, though I’m waiting to see its application across Facebook. Do you have this yet? Have you added logos to your Brand Asset Library?

Let me know in the comments below!

The post Facebook Search and Trending: Show Publisher Logo appeared first on Jon Loomer Digital.

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6 Years Without a Boss Fri, 18 Aug 2017 22:09:58 +0000 Today marks the six year anniversary of the second time I was laid off and the beginning of my entrepreneurial journey. Here's a collection of lessons...

The post 6 Years Without a Boss appeared first on Jon Loomer Digital.

On this day in 2011, my life changed dramatically. I didn’t know it at the time, but the change was for the better.

I was laid off on August 18, 2011, and it was my second layoff in about two years. Confidence was at an all-time low. Pressure to produce for my wife and three boys was at an all-time high.

I could never have dreamed on that day that six years later I’d be boss-less. Well, I’d likely assume unemployment was a possibility. But not a business of my own that would not only succeed but sustain that long.

I’m not your prototypical entrepreneur, by any stretch of the imagination. You may think of overachievers. Hyperactive personalities. Extroverts. Work over sleep. None of these words and phrases describe me.

I feel incredibly lucky.

My wife Lisa has supported me throughout the crazy. She remained patient while my lack of paycheck could have been interpreted as laziness and refusal to work.

I’ve had jobs, experiences, friends, acquaintances, support system, privileges, and education that all helped make this possible.

Six years ago, our oldest son was 10. He’s now driving. Six years ago, I felt like a mid-30s kid still trying to grow up. Maybe even resisting adulthood.

I had no vision. I had no grand idea for what I was going to create. There was no business plan.

I just started to write…

This is where you expect me to write about how I became rich and famous. About how I make six figures when I sleep at night, and “here are the three steps so you can do it, too.”

Wealth and fame may motivate some, but it’s never been interesting to me. I measure wealth in time, freedom, flexibility. Time with family. Freedom to do what I want. Flexibility to control my own hours.

By that definition, you’re damn right I’m rich.

I walked my youngest son to school this morning, and I’ll pick him up when he’s done. I spend more time coaching my middle son’s baseball team than I do worrying about work. My wife and I spend so much time together that she gets sick of me.

And it’s glorious.

This new life of freedom still has its challenges. It’s not perfect. I have regular battles and struggles that are unique to this type of life.

After six years of this, here is a sampling of the important lessons I’ve learned…

Have Patience

That first year was rough. The first six months were even worse. It felt as though I was going nowhere. Progress was difficult to spot, and each step forward seemed to be followed by a step back.

You aren’t going to figure this out overnight. Progress may be slow. Have realistic goals and expectations.

So much of why I’m bossless today is because I didn’t let early failures ruin me. It could have easily happened. I was certainly close to that place. There are times when I still get low.

Impatience leads to a negative outlook. Dissatisfaction. Eventually, you’ll want to give up.

Don’t do it. Be reasonable about your goals. Be fair to yourself and your ability to reach those goals.

Keep Grinding

Going on your own can be overwhelming. There are so many things you can do, so many products you can create, so many tools you should use, so much advice you can take. The result is often paralyzation.

Paralyzation defined much of the early part of my journey. There are so many ways to go, and you don’t know where to start. The easiest thing to do: Nothing.

Progress happens when I create. So what if no one reads that blog post? Write. So what if no one attends that webinar? Host it. So what if no one buys that product? Launch it.

Irrational fear keeps us from trying. But the reality is that we learn something valuable with each new attempt. We learn about what worked and what didn’t, and we make it better next time.

If we’re constantly sitting back, waiting for whatever we’re thinking about doing to be perfect, we’ll never get anything done.

Keep grinding. Fight through the doubt and urge to do nothing.

Keep creating. The joy of helping even one person will be worth it.

Keep failing. It won’t be perfect. The more you fail, the more valuable experiences you’ll have.

Keep learning. Read, try, and experiment. Make yourself and your business better through knowledge.

Take Care of Yourself

You can sleep until noon if you want. Skip breakfast. Eat Skittles for lunch. Watch every episode of Game of Thrones in your underwear.

Who’s stopping you? You don’t have a boss. YEAH! You don’t have a boss! You do what you want!

As someone who’s done it, don’t. It’s not worth it. After 16 days of Skittles, you’ll begin to regret it.

Try to sleep like a normal human. Eat good meals. Don’t forget to exercise. Remember: Your business depends on you. You’re its most important asset!

Solitude is Hard

In the beginning, it’s pretty awesome not having a boss. There are other perks like not having that annoying co-worker around, too. But eventually, it can get awfully quiet.

During the summer months, it’s a party in the Loomer house. All of the kids are around. They want me to play catch in the front yard or play Uno while we watch a mid-afternoon movie.

Then they go to school… Crickets.

No work gossip. No complaining about a project. No office pranks.

It’s one of those things that no one really prepared me for. Working out of my dark basement gets quiet and lonely. And it can suck.

Find a way to remain social. Online social activity can help, but only until you fall in a rabbit hole of comments on a political post (DON’T READ THE COMMENTS, DAMMIT!). Get a hobby. Make friends. Do something.

Coaching baseball helps for me. I set up a daily call with John Robinson. I also go out to lunch every Friday with my wife.

It still gets lonely, but it’s a start.

Create a Routine

You don’t have a boss. No one is telling you what to do. There are a million things you can do today. Where do you start?

I’ll freely admit that I am not an organized person. I’m done feeling embarrassed about it. It’s who I am. I’m not changing. “Winging it” is a skill of mine. I can procrastinate like it’s an Olympic event.

But some structure is necessary. Every day, there’s one task that is primary. It needs to get done. If I get other stuff done, great.

Monday is for my PHC – Entrepreneurs Facebook Live. Tuesday is for training program lessons. Wednesday is for my weekly PHC – Elite weekly webinar. Thursday is for one-on-ones. Friday is for blogging, but it’s otherwise my free day.

That doesn’t mean I don’t do anything else on those days, but having that structure makes me more focused without the overwhelm.

Get Help

When you’re starting your own business, it’s easy to try and do too much. You know what’s best, and you’re trying to save money, so you do it all yourself.

Just stop this madness.

I was a designer, programmer, customer service agent, and podcast editor in the beginning. And I was terrible at these things.

Hire people whose expertise is in your weakness. Find people who are experts in the things that you hate to do.

It will save you a ton of time so that you can focus your energy on the important tasks associated with growing the business.

Balance Involvement with Personal Value

There’s a big potential pitfall associated with getting help. I was not prepared for it.

Once I passed off the things I didn’t want to do, I suddenly felt less valuable. I felt out of the loop. It sapped my inspiration.

Example: I don’t like handling customer service. I can get 99 friendly emails, but the one angry message ruins my day. By passing off that duty, I no longer need to deal with the angry messages. But I also don’t see the nice ones.

Those nice messages make my day. They keep me motivated. They provide inspiration and make me feel like I’m making a difference.

My point? Find a balance. Get help while also making sure that the value you provide keeps you inspired.

Bigger Isn’t Always Better

Innuendo is hilarious.

In the beginning, it was always about shipping and creating. Launch something new. Find another revenue source. Hit a new goal.

Those days are over for me. At least in this current stage of my business.

I’ve found a perfect place right now. It’s a good balance between effort and revenue needed to live my desired lifestyle. To make more, I’d need to create more. Launch more. Build more.

As I said earlier, creating and launching are good. That’s how you learn. But stay within your limits. Know that more money doesn’t equal more happiness.

Have a Reason Why

It’s pretty simple for me. My family keeps me motivated. I want to spend more time with them. Coach their baseball teams. Participate in their lives. Go on vacations with them. These things are what drive focus of my business.

Want me to speak at your event? Eh. It had better not be during baseball season. And it needs to be a family event for a fun vacation. Otherwise, it’s not worth it for me, and I don’t care what the speaking fee is.

Making business decisions becomes easy when you have an overarching reason why you’re doing it all in the first place.

Don’t Obsess Over the Competition

I’m not saying you should completely ignore what other people are doing. When I was finding my way, I learned a lot from the likes of Amy Porterfield, Mari Smith, Chris Brogan, Marcus Sheridan, and many others.

But don’t obsess with keeping up with them. Don’t assume that they have it all figured out. That their backstage is a well-oiled machine. That they’re as happy and successful as they can be.

Look, there’s something to be said for a little competition. I learned this recently in a 5K. I ran for 10 days straight to prepare, running some pretty bad times. I then took 10 straight days off for a family vacation. I jumped into the 5K cold, and ran my best time in months.

Why? Because I wasn’t running by myself. That 12-year-old kid passed me, but I’m going to pass him back. That man my age will not finish ahead of me.

Some competition is healthy. But don’t let it guide all that you do.

Embrace Change

Change is hard for me right now. I have everything the way I want it. Any big change completely throws that out of whack.

But I realize that change is necessary from time to time. Freshen up your approach. Try something new. Not only can your brand get stale to your audience, but repetition can create boredom for the creator.

I admit it. The very routine that I created for myself this year has resulted in more boredom than I’ve experienced since I started. But that’s just a good sign for me: It’s time to mix things up soon.

Doing something new and different — as long as it’s managed, controlled, and doesn’t overextend — can be liberating and inspiring.

As fun as this has been, I know I won’t be writing about Facebook ads for the next 20 years. I’m looking forward to that next business opportunity (baseball related?) that comes my way.

Your Turn

This list could keep going, but these are the primary lessons that come to mind from the past six years. I appreciate you, and I hope you’ve found this article and my content helpful.

Thank you!

The post 6 Years Without a Boss appeared first on Jon Loomer Digital.

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Facebook Event Custom Audiences: More Targeting Power Thu, 10 Aug 2017 03:01:43 +0000 Targeting has become more powerful for brands that utilize Events with Facebook Event Custom Audiences. Here's everything you need to know about them...

The post Facebook Event Custom Audiences: More Targeting Power appeared first on Jon Loomer Digital.

It never seems to stop. Facebook provides a constant stream of updates for advertisers looking to target their ideal customer. The latest addition to the tool box: Facebook Event Custom Audiences.

Facebook Events have been around for years. You’ve been able to create an Event from the Facebook publisher since 2009.

Facebook Events

Facebook Events allow marketers to generate buzz and commitment around a virtual or in-person event. Up until now, Facebook ad targeting of those who engage with Events has been limited to targeting or excluding those who responded (in any way) to a specific Event.

Facebook Events

The latest changes give advertisers much more power to target and exclude those who engage with their Events.

About Facebook Event Custom Audiences

Facebook Event Custom Audiences are a subset of Engagement Custom Audiences. Engagement Custom Audiences give advertisers multiple ways to target those who engage with their videos, lead forms, pages, canvas, Instagram business profiles, and now Events.

Advertisers can now create simple or complicated audiences of people who have engaged in multiple ways with one event, multiple events, or all events connected to a specific Facebook page.

Create Facebook Event Custom Audiences

Let’s create one of these now…

When creating a Custom Audience, select “Engagement.” When you first get this, you may notice an alert about the new feature.

Facebook Event Custom Audiences

Now you’ll see an option for “Event.” We’ll want to click on that.

Facebook Events Custom Audiences

The process to create a Facebook Event Custom Audience will look like this…

Facebook Event Custom Audiences

After selecting the page you want to be associated with your Events, the default audience will include all users who responded “Going” or “Interested” to any of your Events during the past 180 days.

However, you do have options to further refine this audience…

You could limit your audience only to those who responded “Going” to an Event or “Interested” in an Event as well.

Facebook Event Custom Audiences

Obviously, the largest audience will be of all who responded “Going” or “Interested.” As soon as you limit to one or the other, the number of people you’ll reach will drop.

Instead of creating an audience of all who responded to any Event, you could isolate those who responded to one or multiple specific Events.

Facebook Event Custom Audiences

You can also use “include” or “exclude” logic to further isolate those who responded to other Events — whether associated with the current page or another page you control.

Facebook Event Custom Audiences

Finally, these audiences allow advertisers to isolate those who engaged with their Events during a specific time period — from between the past 1 and 180 days.

Facebook Event Custom Audiences

As you undoubtedly know by now, this is dynamic. The shorter the time period, the more relevant your advertising may be to the targeted audience. The longer the time period, the larger the audience.

How to Use Facebook Event Custom Audiences

There are several use cases for Facebook Event Custom Audiences…

1. Remind those attending an upcoming Event.

2. Convince those interested in an upcoming Event to commit.

3. Promote a new Event to those who committed to previous Events.

4. Promote products or content related to a particular Event.

This is just scratching the surface, of course. These audiences could be incredibly valuable for any brand that actively utilizes Facebook Events.

Your Turn

Facebook says that this feature is in the process of being rolled out. If you don’t have it yet, you should soon!

Do you have this feature yet? What are ways that you might use it?

Let me know in the comments below!

The post Facebook Event Custom Audiences: More Targeting Power appeared first on Jon Loomer Digital.

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Facebook News Feed: Website Speed Gets Higher Priority Mon, 07 Aug 2017 19:40:04 +0000 There's a new point of emphasis in the Facebook news feed: Website speed. If you aren't optimizing your website, your posts will suffer. Here are details...

The post Facebook News Feed: Website Speed Gets Higher Priority appeared first on Jon Loomer Digital.

Facebook is constantly tweaking their news feed algorithm. The algorithm helps determine what users see and what they don’t, all in an effort to make the Facebook user experience as engaging and addicting as possible. The latest impact of the algorithm to the Facebook news feed: Website speed.

This continues a trend for Facebook, putting an emphasis on website speed from a mobile device. They realize that 40 percent of users abandon after waiting more than three seconds for a page to load. This behavior was at least partially behind the development of Canvas and Instant Articles, which provide publishers an instant-load alternative.

Let’s take a closer look at the change to the Facebook news feed algorithm, as well as some of Facebook’s recommendations to keep your content at the top of the feed.

News Feed Update Favors Website Speed

Here is the exact update, according to Facebook:

With this update, we’ll soon take into account the estimated load time of a webpage that someone clicks to from any link in News Feed on the mobile app. Factors such as the person’s current network connection and the general speed of the corresponding webpage will be considered. If signals indicate the webpage will load quickly, the link to that webpage might appear higher in your feed.

As stated above, this update appears to impact mobile only. A slow load time does not guarantee low priority in the news feed, just as a fast load time does not guarantee high priority. But it is one of many factors that Facebook will consider.

While they don’t come out and say it, this will likely mean that Facebook will ultimately favor Instant Articles (also speculated by Sarah Perez of Tech Crunch here).

Instant Articles present an alternate version of your web page that is hosted on Facebook servers. As a result, it loads instantly, which — in theory — provides an improved user experience. It would be easy to assume that such articles will get a boost.

Many publishers remain skeptical of the format due to the loss of control. While it isn’t easy to adjust, you must consider the increased views and improved user experience when measuring value to the user and your brand.

I use Instant Articles. While I’m not bullish on the format, I consider it a necessary adoption for the time being.

When Will This Roll Out?

Facebook’s updates tend to be gradual, and this is no exception. In their announcement, Facebook says the update will be rolled out “gradually over the coming months.”

How much of an impact will this make to your page and brand? It’s impossible to say. But it would be smart to take a close look at whether the speed of your website can be improved in the interim.

Facebook Recommendations to Improve Website Speed

Facebook offers the following 10 website speed best practices to give your links a fighting chance in the news feed:

  1. Minimize landing page redirects, plugins, and link shorteners
  2. Compress files to decrease mobile rendering time
  3. Improve server response time by utilizing multi region hosting
  4. Remove render-blocking javascript
  5. Use a high-quality content delivery network to reach your audience quickly
  6. Remove redundant data that does not impact how the page is processed by the browser
  7. Optimize images to reduce file size without diminishing visual quality
  8. Reduce the size of above the fold content to prioritize visual content
  9. Use asynchronous scripts to streamline page render time
  10. Dynamically adjust the content for slower connections/devices

If you have a tech person who manages your website, pass this on to them and make sure that you’re doing all you can to minimize load time. That’s what I did!

Tools for Testing and Improving Website Speed

I appreciate that Facebook provides several tools to help us test and improve the speed of our websites. Here are the five tools that they recommend:

PageSpeed Insights: This is a Google tool that runs a test of both a desktop and mobile web page.

PageSpeed Insights

What’s nice about this tool is that it provides a list of specific recommendations for improving the speed of this page.

PageSpeed Insights

Note that you get recommendations for both desktop and mobile. The focus of Facebook’s news feed algorithm update is mobile. However, there’s no reason to ignore the performance of your website on desktop.

This is actually my site speed tool of choice as I find it to be much more helpful and user friendly — particularly for the non-techie — than the others listed here.

Page Speed: This is just a Firefox add-on that allows you to easily test the page you are currently looking at through PageSpeed Insights.

PageSpeed Insights

YSlow: This is a free Chrome extension from Yahoo! that provides site speed recommendations.


The program feels outdated, but it does the job.

WebPagetest: This tool runs three tests before showing a “waterfall view” of load performance and an optimization checklist.


This tool also has an outdated feel and will be overwhelming to non-techies, but that’s why you should send it to your tech person.

Dotcom-Monitor: This tool runs tests in 23 locations and seven browsers to spot weaknesses.


This tool runs tests twice as the speeds for the first and second visit are often different.

Your Turn

I’ve spotted areas of improvement for my website thanks to these tools, and I’m hoping to get things cleaned up prior to Facebook’s update. Have you tested your own website yet? What are you seeing?

Let me know in the comments below!

The post Facebook News Feed: Website Speed Gets Higher Priority appeared first on Jon Loomer Digital.

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Facebook Messenger Ads: A Guide Tue, 01 Aug 2017 18:10:58 +0000 Facebook Messenger ads allow advertisers to reach their target audience in new and creative ways using destination and placement. Here's a complete guide...

The post Facebook Messenger Ads: A Guide appeared first on Jon Loomer Digital.

Facebook has added several features and options to Facebook Messenger ads over the past several months, providing new ways to communicate with customers and potential customers. However, advertisers are often confused about how to use these features.

I decided to put together a guide that will help differentiate three primary features of Facebook Messenger ads:

  • Messenger Destination
  • Messenger Home Placement
  • Sponsored Messages Placement

In each case, I’ll help you understand what each feature is and how you can use it.

Messenger Destination

Messenger Destination allows advertisers to create ads that send people into a conversation within Facebook Messenger.

It’s important to understand that Messenger Destination is not a placement. When creating an ad, you’ll have the option of choosing your destination. In other words, where will people be directed upon clicking your ad?

Facebook Messenger Destination

That will typically be an external URL. But when using the Conversions or Traffic objectives, that could also be Messenger.

If you choose Messenger as your destination, you’ll first need to upload an image for your ad.

Facebook Messenger Destination

Facebook recommends this image be 1200 x 628 pixels, or a 1.91:1 aspect ratio.

Next, you’ll need to provide the rest of the content of the ad: Headline, Text, Call to Action Button, and Newsfeed Link Description.

Facebook Messenger Destination

When it’s all said and done, this is what my ad looks like within desktop news feed:

Facebook Messenger Destination

As mentioned earlier, once someone clicks that ad they will be directed to a conversation within Facebook Messenger. You also need to set up what that will look like.

Click “Set Up Messenger Content” when creating your ad, and you’ll see something like this…

Facebook Messenger Destination

Your Messenger content can be text only, image and text, or video. Let’s focus first on text, using the “Quick Creation” method (JSON is much more advanced and needs its own blog post).

You’ll need to provide introductory text (optional), message text, and button.

Facebook Messenger Destination

The introductory text simply appears above your message text. The button is a simple link below that will drive the user to a different destination. If you have a bot, you can use the button as a postback (this again is a discussion for a new blog post, so we’ll focus on using links).

Upon clicking my ad, the user will be sent to Facebook Messenger and see a message like this…

Facebook Messenger Destination

If you want, you can add multiple buttons…

Facebook Messenger Destination

Here’s what the process looks like when using image and text…

Facebook Messenger Destination

For video, you’ll need to provide introductory text, a video file (no more than 25 MB), and a quick reply.

Facebook Messenger Destination

The quick reply will be sent immediately upon the user sending a message, so make sure it’s something that will make sense in all situations.

Messenger Home Placement

In the case of Messenger Destination, your ad may appear in several different placements (desktop news feed, mobile news feed, Instagram feed, etc.), but send the user into a conversation within Facebook Messenger. But placements are also available within Messenger.

When selecting placement, you may notice that there are now two options under Messenger…

Facebook Messenger Home Placement

The ad we created earlier using Messenger destination can actually appear within the Messenger Home placement. It would look like this…

Facebook Messenger Home Placement

This ad would appear within a user’s Messenger, on the home screen, and below their messages.

Note that there are no limitations to targeting when using the Messenger Home placement.

Sponsored Messages Placement

As you noticed above, Sponsored Messages is also a placement option. A Sponsored Message will actually appear within someone’s messages in Messenger, not just within the Home screen.

To do this, though, Facebook limits whom you can target. When selecting Sponsored Messages, you’ll only be able to target those who have messaged your page before. We’ll get to that in a minute.

By default, the Sponsored Messages placement is unchecked. If you check it, you’ll get the following message…

Facebook Sponsored Message Placement

Upon turning this placement on, all other placements are removed.

Within the ad set, you also must select your Facebook page. Don’t forget to do this!

Facebook Sponsored Message Placement

Another difference you’ll notice is under “Audiences” within Custom Audiences…

Facebook Sponsored Message Placement

The only audience you can target is people who have messaged your page before. This is one of the audiences you can create within Page Engagement Custom Audiences.

If you’ve created one of these audiences before, it will appear when clicking into the Custom Audiences text box.

Facebook Sponsored Message Placement

If nothing appears and you’ve created one of these audiences before, make sure that you selected your page earlier. That created frustration for me initially.

If you haven’t created one of these audiences before, click “Create New” and select “Custom Audience.”

Facebook Sponsored Message Placement

Select “Engagement”…

Facebook Sponsored Message Placement

Then select “Facebook Page”…

Facebook Sponsored Message Placement

To create your audience, select your page and then make sure to select “People who sent a message to your Page”…

Facebook Sponsored Message Placement

I recommend using 365 days, unless you get a ton of messages. Otherwise, this is going to be a very small audience. After clicking to create the audience, it will automatically be added to the targeting within your ad set.

Note that you can add targeting for locations, age, gender, languages, detailed targeting, and connections.

Facebook Sponsored Message Placement

Keep in mind that all this does is filter your audience of people who have messaged your page. As you add targeting, the audience will only get smaller.

Within “Optimization,” you’ll notice that your options are limited…

Facebook Sponsored Message Placement

You can only optimize for impressions, meaning that Facebook will show it to as many people within your audience as many times as possible. Given the small size of the audience, it’s probably best to use this option anyway.

You’ll need to enter a manual bid. Facebook uses $30 by default (or at least that’s what I get). You should experiment with what works best here.

When creating your ad, you’ll notice that “Single Image” is your only format option.

Facebook Sponsored Message Placement

You’ll need to provide the following:

  • Website URL: Where someone goes after clicking your CTA link
  • Headline: The bold text under your image
  • Call to Action: The link button at the bottom
  • Link Description: The gray text under the headline

Facebook Sponsored Message Placement

When you’re done, the ad will look something like this in a user’s inbox…

Facebook Sponsored Message Placement

When clicked, your message will look like this…

Facebook Sponsored Message Placement

Using Messenger Ads

Here are some quick thoughts on how you might use these…

Messenger Destination: This is a good way to get a conversation going about a topic that may be a bit more complicated. Think higher priced products, service quotes, or anything that may generate questions prior to a commitment.

Broader audiences are okay here. It’s also a good way to increase the number of people who have messaged your page — an audience that can be used for Sponsored Messages placement.

Messenger Home Placement: It’s just another placement. If you use automatic placements, you’ll be using this without knowing it anyway. So this placement is all purpose.

While it’s not as intrusive as Sponsored Messages, you should still monitor how this performs and respond accordingly.

Sponsored Messages Placement: You’re sending someone a private message within their Facebook Messenger. This is about as intrusive as advertising gets. That doesn’t mean you shouldn’t use it, but you should do so with caution.

It’s good that you’re limited to targeting only those who messaged you before. That should cut down on the complaints. And if done properly and respectfully, you may get great results.

Similar to Messenger Destination, consider this an opportunity to start a conversation around something that tends to be more complicated or create confusion.

Keep in mind that this placement is going to typically have a very small targeted audience, so your budget should be very small as well.

Your Turn

Have you started experimenting with Messenger ads yet? How are you using them, and what types of results are you seeing?

Let me know in the comments below!

The post Facebook Messenger Ads: A Guide appeared first on Jon Loomer Digital.

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Facebook Groups for Pages: Cut Through the Clutter Fri, 28 Jul 2017 17:33:57 +0000 Facebook groups for pages are now available to link communities to brand pages. Benefits include posting as your page in a group setting. Details here...

The post Facebook Groups for Pages: Cut Through the Clutter appeared first on Jon Loomer Digital.

Facebook has announced the launch of Groups for Pages, allowing brands, businesses, and artists to create groups around their super-fans.

Let’s take a closer look at how these groups change things and how you can link a group to your page today.

Groups Linked to Pages

In the past, you could have created a group for your most engaged customers and fans, but finding those groups could have been difficult.

Now, brands can showcase related groups straight from their Facebook pages…

Facebook Groups for Pages

Publish as Yourself or Your Page

One of the complaints of Facebook groups in the past has been that you couldn’t publish as your page. While this added to the personalization of groups, it removed branding opportunities to communicate directly between brand and customer.

That changes with this update. Admins of a linked group will have the option of publishing as the page or their personal profile.

Facebook Groups for Pages

How to Link a Group to Your Page

If you see “Groups” on the left side of your page, great. It’s pretty easy and self explanatory. But if you’re like me, this wasn’t the case.

If you don’t see “Groups” on the left side, go to your Page Settings and then click “Edit Page.”

Facebook Groups for Pages

I’ve found that clicking the “Use Default Tabs” slider will bring the Groups tab up.

Facebook Groups for Pages

Otherwise, click “Add a Tab” at the bottom.

Facebook Groups for Pages

That should bring up an option to add a Groups tab.

Facebook Groups for Pages

Then you should see “Groups” as an option on the left side of your page. When clicking on it, you’ll have an option to link or create a group.

Facebook Groups for Pages

To link an existing group, click “Link Your Group” and select the page you want to link to this page.

If you want to create a group from scratch, click “Create Group” at the bottom and start the creation process.

Facebook Groups for Pages

Facebook will automatically add you and your page as people to the group. You can add others (like other admins) if you want.

After choosing an icon, your group will then be linked to your page.

Cut Through the Clutter

If you’ve been marketing on Facebook for the past few years, you’re well aware of the primary complaint from brands regarding reach. The news feed is a competition for eyeballs, so Facebook helps surface what they believe will be most interesting to users. More often than not, this is at the expense of brand messaging.

That’s not necessarily wrong. Brands are boring. Facebook usage continues to climb. So the deprioritization of brands in the news feed is apparently the right move for user experience.

One challenge for brands is that a post to the news feed is a one to many conversation. It’s not much of a conversation at all. But groups give all members who share an interest equal standing to start or join a conversation.

Linking a group to your page has the potential to generate more natural discussion around a shared interest related to your brand. As a result, this discussion is much more likely to make its way into the competitive news feed.

Your Turn

I see opportunities to encourage higher quality conversation between brand and customer with this update. I’ve already applied it to a baseball related page with great success.

What are your thoughts of this update? Is it something you’ll use? How will you apply it?

Let me know in the comments below!

The post Facebook Groups for Pages: Cut Through the Clutter appeared first on Jon Loomer Digital.

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Facebook Ads: Create Audiences of Those Who Engage on Instagram Tue, 11 Jul 2017 04:49:25 +0000 Facebook advertisers can now create audiences of people who have engaged with their business profiles on Instagram, providing more targeting power.

The post Facebook Ads: Create Audiences of Those Who Engage on Instagram appeared first on Jon Loomer Digital.

Several updates are rolling out that improve custom audience creation related to Facebook ad targeting. Most of these updates are related to Instagram. If you’re a business on Instagram, you are bound to benefit!

Let’s take a closer look…

Engagement Audience Updates

Engagement Audiences make up the newer family of custom audiences available for Facebook ad targeting. Up until recently, you could create audiences based on the following types of engagement with your brand:

If you’re one of the lucky ones, if you start the creation process for an Engagement custom audience today, you will see the following…

Facebook Engagement Custom Audiences

You’ll notice “Updated” for Video and Lead Form. The primary update for both audiences is that they now include engagement with your videos and lead ad forms when shown on Instagram.

When creating a Facebook lead form custom audience, you’ll notice a note about Instagram engagement…

Facebook Lead Form Custom Audience

When creating these audiences, Instagram engagement is available beginning in June of 2017. It’s not clear if this also applies to video, but I will assume it does.

There are a couple of other updates to lead form engagement custom audiences, but they aren’t related to Instagram.

First, you can now select multiple forms when creating your audience…

Facebook Lead Form Custom Audience

Previously, a single audience could only include engagement with one lead form. Now you can include multiple.

In fact, you can add in “include” and “exclude” logic to these audiences now…

Facebook Lead Form Custom Audience

The audience can be as simple as engagement with a single or multiple forms. You can make it more complicated by adding “OR” logic to include a different type of engagement with another form. Or you could make sure to exclude engagement with yet another form.

These are all good updates. But the star of this update (and this blog post) is related to your Instagram business account…

Instagram Business Profile Custom Audience

If you go back to the first image at the top when creating an engagement custom audience, you’ll notice the addition of Instagram Business Profile. That’s potentially huge for brands who are heavily involved on Instagram.

When creating such an audience, simply select your business profile that is connected to a page you manage.

Instagram Business Profile Custom Audience

The types of audiences you can create are very similar to those created for Facebook Page engagement custom audiences…

Instagram Business Profile Custom Audience

Create audiences based on the following types of engagement:

  • Everyone who engaged with your business (on Instagram)
  • Anyone who visited your business profile (on Instagram)
  • People who engaged with any post or ad (on Instagram)
  • People who sent a message to your business profile (on Instagram)
  • People who saved any post or ad (on Instagram)

Note that durations of 1 to 365 days can be used here. However, once again, the data only goes back to June of 2017.

Instagram Business Profile Custom Audience

As a result, this audience may be quite small unless you get significant activity on your business profile — at least for the time being.

Connecting a Business Profile

If you have problems with this, it’s likely that your Instagram profile does not appear. If that’s the case, it may be because your Instagram profile wasn’t converted to a business profile.

That’s the problem I had. While I have an Instagram profile and I run Facebook ads to Instagram as a placement, a profile didn’t initially appear for me. That’s because the Instagram account that I use wasn’t technically a business profile.

When viewing your Instagram account, click on the gear icon. You should then see an option to convert to a business profile. You’ll be instructed to log into Facebook and then select the Facebook page you’ll want to connect to this account.

Ultimately, that’s how an Instagram business profile appears when creating custom audiences.

Your Turn

While I do run ads to the Instagram placement, I’ll admit that I’ve been slow to getting heavily involved with Instagram otherwise. That may be a mistake. And this addition may be the motivation I need to get into it more.

Do you have a business profile on Instagram? Have you started creating these audiences yet? I’d love to hear how you’re using them!

Let me know in the comments below!

The post Facebook Ads: Create Audiences of Those Who Engage on Instagram appeared first on Jon Loomer Digital.

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Facebook Metrics: New Ways to Measure Ad and Page Engagement Fri, 30 Jun 2017 17:36:36 +0000 Facebook has announced several new metrics that will help marketers better understand engagement with their ads and page. Here is what you need to know...

The post Facebook Metrics: New Ways to Measure Ad and Page Engagement appeared first on Jon Loomer Digital.

Facebook has announced several metrics that will give marketers better insights into user engagement with their ads and page. These metrics will roll out over the coming weeks, though no specific timetable was provided.

Here’s what you need to know…

Landing Page Views

This may be the most useful addition of the new metrics. It’s one more step to further clarify click engagement.

Click engagement often confuses advertisers. When promoting a link to an external website, advertisers regularly misunderstood a click to mean any click to their website. But a “click” included any click on the ad.

During the past year, Facebook provided further clarity by separating clicks into the following categories:

  • Clicks (All): All clicks on an ad, including those not on a link
  • Link Clicks: All clicks on links, including those to Facebook endpoints
  • Outbound Clicks: All clicks on links that drive people away from Facebook

This was helpful, but advertisers continued to see discrepancies between Outbound Clicks and the number of people reported to visit their website from other services (like Google Analytics, for example). While there are many reasons why these numbers weren’t matching up (and they’ll never match up), there was one more metric that was needed.

A user can click on an outbound link but never make it to the destination. Or more accurately, they can abandon that visit before Facebook or Google Analytics can record their visit (the pixel load doesn’t complete).

To account for this, Facebook is rolling out Landing Page Views. This way, advertisers will see not only how many people clicked their outbound link, but how many actually made it to the landing page.

The addition of Landing Page Views not only gives advertisers a better understanding of number of people who completed a visit, but it will allow them to spot potential issues in load time and mobile optimization. A large discrepancy between Outbound Clicks and Landing Page Views would suggest a problem that requires investigation.

Facebook says that advertisers will also be allowed to optimize for Landing Page Views. Currently, when using the Traffic objective, advertisers can optimize for link clicks, impressions or Daily Unique Reach.

Facebook Ads Traffic Optimization

The addition of Landing Page Views as an optimization option will allow advertisers to optimize to show it to people not only most likely to click but actually reach the landing page.

Pre-Impression Activity Breakdown

This new metric will allow advertisers to see how many of those who interacted with an ad were those who new visitors or those who previously engaged with their app or website. This is done by determining whether the pixel fired or app events occurred previously for that user.

Facebook says that this will be most useful for Dynamic Ads when advertisers expand into broad audience targeting, moving beyond their own customers.

Page Interactions

Facebook Insights Page Interactions

Facebook is also rolling out three new metrics related to page engagement. These can be found in the Overview of Page Insights.

Follows: Page admins can already see the total number of follows (the number of people who choose to see updates from their page in the news feed) their page has. This new metric now shows the rise and fall of this total over time.

Previews: Some people may interact with your page without visiting your page at all by simply hovering over your page name from desktop. This metric will help you understand how many people are doing this.

Recommendations: If your business receives Recommendations, this metric will chart how often this is occurring.

Your Turn

Do you have these metrics updates yet? What do you think of them?

Let me know in the comments below!

The post Facebook Metrics: New Ways to Measure Ad and Page Engagement appeared first on Jon Loomer Digital.

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Facebook Group Updates: Insights, Scheduled Posts and More Fri, 23 Jun 2017 17:08:08 +0000 Facebook groups are being updated to include admin features like Insights, scheduled posts, removed member cleanup and more. Here's what you need to know...

The post Facebook Group Updates: Insights, Scheduled Posts and More appeared first on Jon Loomer Digital.

Facebook is rolling out new features for Group admins that will aid in the management of members and content.

As I type this, I don’t yet have most of these features. TechCrunch wrote a terrific recap of these updates, and the images below come from that article.

Let’s take a closer look at what you can expect, and how you might take advantage of these updates…

Group Insights

One primary complaint from Facebook group admins has been the lack of any access to metrics regarding the activity of members. Third party tools have sprung up to fill this void in the meantime, but Facebook now provides a native solution.

Facebook Group Insights (TechCrunch)
(Image from TechCrunch)

Group Insights will give admins access to real-time metrics around growth and post engagement. Thanks to the screen grabs above, we see examples of the specific information that will be available:

New Members: How many new members have been added in the past 28 days, and what is the percentage of growth?

Posts, Comments and Reactions: Total number of posts, comments and reactions, and how that compares to the prior period. You can select from multiple time periods.

Popular Times: A graph charting activity level by time of day and day of the week. This can help determine the best time to post content or host group events.

Top Posts: A collection of the posts that received the most likes, comments and views during the selected time period. Learn from what made those posts successful.

Top Contributors: A ranking of the membership who contributed the most posts and comments during the past 28 days. This could be an opportunity to recognize, honor, or give back to those who contribute most.

Age and Gender: A breakdown of your membership by gender. This could potentially influence how you market, run ad targeting, and communicate.

This may only be a sampling of the Insights that will be available, based on the screen grabs from TechCrunch. Facebook has provided few details.

Membership Request Filtering

Facebook Membership Request Filtering (TechCrunch)
(Image from TechCrunch)

This feature could be particularly useful for closed groups that get a high volume of requests to join. Filter pending members by gender and location (though it’s not clear if there is any other filtering available). You can then bulk accept or decline based on that filter.

TechCrunch notes that the danger of this filtering is that admins could exclude people they should not. However, I doubt most admins will be using this to bulk accept/deny without looking more closely. If I had the feature, I may use it to prioritize my membership request workflow.

Of course, that may not cut down on the work of an admin. It’s not nearly as valuable as the screening questionnaire that allows admins to ask questions of those requesting access (we use this for PHC – Elite!).

Removed Member Clean-up

Facebook Removed Member Clean-up (TechCrunch)
(Image from TechCrunch)

Trolls can be a problem, and group admins can now quickly and easily delete all history related to a removed member. Admins can now easily do the following:

  • Delete all of that member’s posts from the past seven days
  • Delete all of that member’s comments from the past seven days
  • Delete any pending members invited by that member during the past seven days
  • Block that member so that they won’t be able to find, see or join the group again

It’s not clear if admins will be able to clean up in bulk beyond this seven day period, but it’s a start.

Scheduled Posts

Facebook Group Scheduled Posts (TechCrunch)
(Image from TechCrunch)

A small thing. And really, why in the world wasn’t this available before? But the absense of this feature in the past has been frustrating and annoying. As a result, the addition of this “small thing” is actually kind of a big deal.

Group admins will be able to schedule posts for a specific day and time just like they can for pages. This becomes additionally useful now that we have metrics from Group Insights indicating the times of day members are most active.

This is a huge deal for me. My private communities are successful because of the peer-to-peer sharing, not because I’m in there every minute of the day. However, I do wish I could have a larger presense there, even if it’s to simply share more.

I read a lot, and I share what I learn by scheduling to Twitter. Now I can grab some of the most important posts and schedule them via my relevant groups.

Group to Group Linking

Facebook Group to Group Linking (TechCrunch)
(Image from TechCrunch)

Admins can link related groups that they manage. This allows them to surface and recommend that related group to members, making it more likely that members of one group join another. Facebook says that this is just the beginning of their attempts to bring communities and sub-communities together.

This particular feature will be great for free, open groups. It won’t be particularly useful for my premium groups as it will only create confusion when a member attempts to join a related group that they aren’t currently paying for.

Your Turn

I’m looking forward to getting my hands on these features. Do you have them yet? What do you think?

Let me know in the comments below!

The post Facebook Group Updates: Insights, Scheduled Posts and More appeared first on Jon Loomer Digital.

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How to Find Customer Lifetime Value Fri, 09 Jun 2017 20:33:59 +0000 To create a value-based Lookalike Audience, you first need to generate a file of customer lifetime value. These are the steps I use to do just that...

The post How to Find Customer Lifetime Value appeared first on Jon Loomer Digital.

Last week, I told you about a new way to target Facebook users similar to your most valuable customers with Value-Based Lookalike Audiences. In order to take advantage of this feature, you need to upload a complete customer list with a column for each customer’s lifetime value.

So the question ultimately arises: How do you find customer lifetime value?

To create such a file, you either need to be able to easily generate a report of lifetime value by customer or do so manually with the help of spreadsheet formula magic.

Let’s walk through both methods…

Find Customer Lifetime Value in Infusionsoft

I use Infusionsoft, so I’ll focus here.

I’m not an Infusionsoft expert, but I’ve fumbled through it for about four years. After poking around contact filters unsuccessfully, I reached out to Infusionsoft support and was directed to a very easy solution.

Select “Reports” under “E-Commerce” in the main Infusionsoft menu…

Infusionsoft Reports

Within the main templates, you’ll see a link for “Customer Lifetime Value Report.” You’ll want to click that.

Customer Lifetime Value Report

Under “Search Criteria,” you may want to set a minimum total purchased or paid of $1.00. I’d also recommend filtering to only include those purchases where no refund was issued.

Customer Lifetime Value Report

Select the columns that you want to appear in the report.

Customer Lifetime Value Report

Make sure that you include the following information:

  • First Name
  • Last Name
  • Email
  • Phone 1
  • City
  • State
  • Postal Code
  • Country
  • Total Paid

You can include other columns as well (like additional email addresses and phone numbers) if you collect it. This will help with your match rate when creating the Custom Audience.

Check the top checkbox to select everyone within your report and then click the “Actions” drop-down and select “Export.”

Customer Lifetime Value Report

You’ll again want to select the columns of data that you want in your exported report.

Customer Lifetime Value Report

We can now use this file to generate a Value-Based Lookalike Audience. We’ll get to that in a minute.

Find Customer Lifetime Value Manually

One issue that I have is that not all purchases have gone through Infusionsoft. I’ve also had purchases go directly through Stripe without the Infusionsoft integration.

As far as I can tell, Stripe doesn’t provide a simple report of customer lifetime value. But I can create one manually. Whether you use Stripe or something else, you should be able to do something similar as I do below.

Within “Payments,” I filtered to only include successful payments that were neither refunded nor disputed.

Customer Lifetime Value Report

I then click to export the report.

Customer Lifetime Value Report

This will be a full report of all purchases that have been made. You’ll first want to clean up your report to only include the data we isolated earlier when generating it in Infusionsoft. You won’t have a column for total paid either. We’ll need to find that.

Now we’ll need to aggregate all purchases made by the same customer. We’ll do that with an Excel formula to add up all purchases made under the same email address.

Sort by email address so that all purchases for the same email address are together.

Customer Lifetime Value Report

Let’s assume that the customer email address is in Column A and the product purchase price is in Column I. We add Total Purchase Price in Column J.

Assuming a header row, place the following formula in the J2 cell…


Customer Lifetime Value Report

In other words, if the email address in this row is the same as the one in the row above, leave this cell blank. Otherwise, add up all values in Column I for this email address.

All rows with a blank cell in Column J won’t be needed. But first, we’ll need to copy Column J…

Customer Lifetime Value Report

Then paste “special”…

Customer Lifetime Value Report

You’ll paste values only back into Column J to remove the formula while keeping the values.

Customer Lifetime Value Report

If you don’t do this, the cell values will change when you remove blank rows.

Next sort by Column J to separate out the blank cells that won’t be needed.

NOTE: I realize there is probably an easier way to do this. I’ve been an Excel hack for many years and find my own — probably complicated — solutions to problems.

Customer Lifetime Value Report

Select all rows that consist of a blank cell in the J column and delete those rows.

Customer Lifetime Value Report

You will now have a clean file of customer lifetime values.

Create a Value-Based Lookalike Audience

Reminder: The Facebook advertising purpose for this is to create a Lookalike Audience where Facebook analyzes the lifetime values of your customers to find other users similar to those who are most valuable.

All of the details are provided in last week’s blog post, but since I now have this feature (and I didn’t when I wrote last week’s post), I’ll walk through it again here.

Before creating a Lookalike Audience, we’ll need to create a Custom Audience to be the source. We’re creating a Customer File Custom Audience.

Value-Based Lookalike Audience

Select “Customer file with lifetime value.”

Value-Based Lookalike Audience

Upload the file that we created earlier.

Value-Based Lookalike Audience

Map data by selecting what each column represents that you want to upload.

Value-Based Lookalike Audience

Once Facebook is done uploading that data, click the “Create Lookalike” button.

Value-Based Lookalike Audience

Select the country or countries that you want use as well as the size of the Lookalike Audience that will be generated. I tend to select the top 13 countries that represent my customers and focus on the top 1%.

Value-Based Lookalike Audience

It will take a few minutes to generate. Once the audience is ready, you can use it for targeting!

Your Turn

Since this is a new feature for me, I have only begun to test. Facebook recommends using this audience for bottom of the funnel targeting (product sales). I am going to experiment with it across multiple objectives.

Have you started using this feature yet? What results are you seeing?

Let me know in the comments below!

The post How to Find Customer Lifetime Value appeared first on Jon Loomer Digital.

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Facebook Ads: Create a Value-Based Lookalike Audience Thu, 01 Jun 2017 06:08:15 +0000 Facebook advertisers can now use lifetime value (LTV) and value-based Custom Audiences to target users similar to their highest value customers. Here's how.

The post Facebook Ads: Create a Value-Based Lookalike Audience appeared first on Jon Loomer Digital.

One of the primary struggles for new advertisers with a small audience is uncovering the most effective groups of people to target. Facebook is providing yet another tool for advertisers with the addition of the value-based Lookalike Audience.

As I type this, Lifetime Value (LTV) Custom Audiences and value-based Lookalike Audiences are available to select advertisers. Help Center pages dedicated to these features (here and here) are evidence that this is more than a test, but a new roll-out.

Let’s take a closer look at what Lifetime Value Custom Audiences and value-based Lookalike Audiences are, how to create them, and how you might use them.

NOTE: I don’t yet have this feature, so the screen grabs I provide below are from Nick Platt and David Herrmann, members of my Power Hitters Club – Elite community.

Lifetime Value (LTV) Custom Audiences

Customer lifetime value is the net profit you’ll earn from a single customer over the lifetime of your relationship.

Value-Based Lookalike Audience Facebook

Your customers aren’t all created equal. Even when uploading a list of customers who purchased a particular product, context is being obscured. Some customers are more valuable than others due to their lifetime value.

Some customers make a single purchase. Some come back again and again and again, ready to give you a credit card. It’s important to provide Facebook with lifetime value to help find other potential customers like them.

We’ll get to the details of how to create this in a bit, but understand that the Lifetime Value Custom Audience isn’t a new audience for you to target. It simply provides another column of data for an audience of your customers that you should already have.

The star of this update is the value-based Lookalike Audience that you can now create based on this.

Value-Based Lookalike Audience

The first step will be to provide Facebook with a lifetime value for all customers within a data Custom Audience. You should not focus only on the most valuable customers, but provide a comprehensive list to help differentiate the most valuable from the least valuable.

You will then be able to create a value-based Lookalike Audience. This allows Facebook to focus on those who provide the most value when finding others across Facebook with similar characteristics.

The end goal is to create a cold audience that is most likely to lead to positive results.

Create LTV Audiences

When creating a Custom Audience, select “Customer File.”

Value-Based Lookalike Audience Facebook

If you have this feature, you’ll then see an option for “Customer file with lifetime value (LTV).”

Value-Based Lookalike Audience Facebook

After selecting that, you’ll get what is similar to the typical process for creating a data Custom Audience off of your customer file.

Value-Based Lookalike Audience Facebook

You’ll notice a couple of differences.

First, you’ll need to “include a column with a range of customer values.”

Second, you’ll see a final step to create a Lookalike Audience. So the entire purpose of this, once again, is to create that Lookalike.

A few tips from Facebook…

1. Use dollar values only. Don’t include ratings or rankings, for example. You should be assigning a dollar value for each customer.

2. Include a full range of customers, from low to high value. This allows Facebook to be able to “hone in on what might distinguish an average customer from a great one.”

3. Don’t use negative values to signify undesirable customers. Facebook won’t count those.

4. Make sure you’re using the same currency throughout. Facebook will assume you are using the same currency otherwise.

5. Decimals for cents, but no other punctuation.

This file should include as much customer data as possible that can be matched to a Facebook user. There are 15 identifiers (including first name, last name, email address, and phone number) that can be used to increase your match rate.

Your file may look like this…

Value-Based Lookalike Audience Facebook

Notice the final column is for “value.”

Calculating Lifetime Value

This whole process assumes you know how to calculate lifetime value of your customers. This is most likely a manual process. And as I consider this for my own audience, it’s not all that easy to execute.

When in doubt, keep it simple. When generating your customer file, add columns for products purchased and price of that purchase. Use a formula to add up the values of those purchases.

This may be easier for some CRM software than others.

Create a Value-Based Lookalike Audience

Now that Facebook has a customer list including values, you will be able to generate a Lookalike Audience of those similar to your most valuable customers. You’ll need to select the country for each audience you create.

At this moment, I don’t have a screen grab for this process. However, I assume it’s no different than creating a Lookalike Audience off of any other source.

How to Use Value-Based Lookalike Audiences

Facebook recommends that you use this audience for lower funnel targeting. For example, use it for promoting a product instead of promoting a blog post or opt-in.

Facebook also says that your cost per result may be higher than usual initially, but that you should focus on the overall return on ad spend. Since Facebook is generating an audience of people most likely to have a high lifetime value, your focus shouldn’t be primarily on a single action.

This is all theory, of course, that needs to be proven in real life. And how we use a feature isn’t always as it’s intended.

My recommendation: Experiment. Try it for promoting content. Try it for promoting opt-ins. Try it for promoting products. You may or may not get great initial results. But you won’t know until you try.

But Facebook’s point concerning return on ad spend (ROAS) is a good one. If the focus of creating these audiences is on lifetime value, we should look beyond the initial action and monitor what these people do over the course of days, weeks, or months.

Future of Lifetime Value Audiences?

When I first heard about this, I assumed it would be based on the Facebook pixel. I’m surprised that the process is entirely manual, forcing advertisers to calculate and upload customer value.

It’s somewhat surprising that this is necessary. Facebook knows who hits a conversion page. They have the capability to assign a lifetime — or at least long-term — value of a single customer over days, weeks, months, or years.

The limitation could be “lifetime.” They can ditch website data after six months for Website Custom Audiences, so they may not have access to more than that at this time. Requiring more could be a storage issue (though I’m certainly no tech person).

Regardless, come on… This could easily be simplified for the advertiser who has routinely used Custom Conversions and events.

Your Turn

Do you have value-based Lookalike Audiences? How are you using them, and what types of results are you seeing? If you don’t have them, how might you use them?

Let me know in the comments below!

The post Facebook Ads: Create a Value-Based Lookalike Audience appeared first on Jon Loomer Digital.

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Geography and the Problem with Facebook Ads Optimization Thu, 25 May 2017 18:30:36 +0000 When Facebook optimizes your ads, they look to get the most actions for the lowest price. This can present problems with quality. Here's a case study...

The post Geography and the Problem with Facebook Ads Optimization appeared first on Jon Loomer Digital.

If you’ve been reading these pages for long, you know that my Facebook advertising strategy is focused on targeting those who are closest to me. I decided to take myself outside of this comfort zone recently, and it led me to a better understanding of a major problem with Facebook ads optimization.

Let’s take a closer look at that experiment and how I used current data to solve the problem…

The Experiment

I run 15 Facebook ad campaigns for each stage of the funnel:

  1. Traffic
  2. List Building
  3. Sales

Up until recently, I mostly avoided interest and Lookalike Audience targeting, even at the top of the funnel.

I could do this because I have a large audience of people who visit my website. The success rate when targeting this group of people provides little motivation to expand beyond it.

But if I would use such “cold” audiences, it would be at the top of the funnel. In theory, I could spend more to target people who don’t (but possibly should) know me with helpful content, slowly bringing them through to eventually register and buy.

One place in particular where this could be helpful was when promoting my content for entrepreneurs. I don’t have as large of an audience on that topic as I do for Facebook ads. So I could spend more money while targeting interests to introduce these people to my content. And if successful, I may even try to go straight for an opt-in.

With the help of Audience Insights, I isolated a group of entrepreneurship interests to target when promoting a blog post that may appeal to that group. To help uncover which would be most effective for my audience, I broke them into separate ad sets.

  • 4-Hour Workweek interest
  • Gary Vaynerchuk interest
  • Marie Forleo interest
  • Tim Ferriss interest
  • Other “general” entrepreneurship interests

The Results

It didn’t take long to find a clear top performer. Following are the costs per link click for each ad set (remember that my goal with this campaign was driving traffic):

  • 4-Hour Workweek interest: $.25
  • Gary Vaynerchuk interest: $.06
  • Marie Forleo interest: $.16
  • Tim Ferriss interest: $.31
  • Other “general” entrepreneurship interests: $.14

Those Gary Vaynerchuk results were insane. The cost was even better than what it costs me when targeting people who visit my website and read an entrepreneur post (tends to be between $.10 – $.20).

Maybe I struck gold here. Maybe there’s something to this audience. So I also targeted this interest when promoting a free video series for entrepreneurs with a Facebook lead ad.

The results were startling. I quickly got 593 leads at $.29 per lead.

That cost was so good that it was half of the cost I am getting when targeting my readers of entrepreneur posts ($.58) — and that cost is pretty freaking good, too.

This discovery shook me and everything that I thought I knew about Facebook advertising.

Too Good to Be True?

A part of me knew to be skeptical from the start. This doesn’t make sense. But another part of me wanted so badly for it to be true that I tried to ignore it.

Finally, I dug deeper. Something just isn’t right here. Could these results be too good to be true?

The one thing that I wanted to check was geography. Where are the people from who are registering for this video series? Is it consistent with the geography of those who visit my website, subscribe, and ultimately buy?

The short answer: Uh oh…

Using the Breakdown feature within Facebook ad reports, I was able to uncover where these registrations were coming from.

Here’s a look at the top 12 countries:

Facebook Ad Results by Country

There are four countries in particular that are missing from this list. I typically see high volume of traffic from the United States, United Kingdom, Canada, and Australia. So, how many registrations are from those countries?

  • United States: 0
  • United Kingdom: 0
  • Canada: 0
  • Australia: 0

Not a single registration from those countries. But it’s not because the people in these countries weren’t converting. Facebook wasn’t even trying.

The highest spend for these four countries came from the United States, at a grand total of $.21. Not a particularly solid sample size.

This was alarming, to say the least. This also coincided with a higher volume of spam to these ads than is typical. Way higher.

Typically, I would have greater faith in conversion results. However, we’re dealing with Facebook lead ads here, and one weakness of that ad unit is that it’s insanely easy to convert.

However, I also don’t like to be too presumptuous regarding where my customers may come from. I decided to dig deeper to uncover where people are from who visit my website, register for something, and buy a product.

Maybe more people from these countries are buying from me than I think. It’s possible that this is a time to re-think everything.

Who Is Visiting My Website?

By far, the largest chunk of my traffic comes from the United States, at 30.1%. Here are the only countries that represent at least 4% of my website traffic:

  • United States: 30.1%
  • United Kingdom: 7.6%
  • India: 6.2%
  • Australia: 4.1%
  • Canada: 4.1%

At this point, the inclusion of India in my conversion results isn’t completely crazy, but the exclusion of the other four countries certainly would be a head-scratcher.

Who is On My Email List?

It’s also possible that the composition of those who visit my website and are on my email list is different. So let’s take a closer look at that, too.

Interestingly enough, the composition of email subscribers isn’t much different…

  • United States: 31%
  • India: 8%
  • United Kingdom: 6%
  • Australia: 5%
  • Canada: 4%

I can’t help but think that this campaign also padded these numbers a tad for India.

Who Are My Customers?

The end goal is to get sales, after all. So I want to see if I’m wasting my time with people from particular countries who subscribe to free content.

Here are the only countries representing at least 4% of my sales:

  • United States: 52.9%
  • Australia: 9.0%
  • United Kingdom: 8.9%
  • Canada: 5.7%

My audience from the United States is far more likely to buy from me. Interesting.

But what happened to India? Registrants from India make up 8% of my email list. Yet, only 1.2% of purchases is composed of customers from this country.

If you’re curious about the other countries that represented registrations for that test ad set, here you go:

  • Nigeria: 0.1%
  • Pakistan: 0.1%
  • Philippines: 0.1%
  • Malaysia: 0.8%
  • Bangladesh: 0.0%
  • Indonesia: 0.5%
  • Egypt: 0.1%
  • Morocco: 0.1%
  • Ghana: 0.0%
  • Kenya: 0.0%
  • Nepal: 0.0%

The 12 countries that made up 74% of my registrations for this ad set make up a total of 3% of my sales.

Of the countries above, India is the only one that represents a reasonable amount of traffic. But even in that case, those who visit from India are far less likely to purchase.

Here’s a comparison of purchase to visit ratios for India, along with the other top traffic countries:

  • Australia: .10 purchase vs. visit ratio
  • United States: .09
  • United Kingdom: .06
  • Canada: .06
  • India: .01

In other words, a visitor from Australia is 10X more likely to purchase than a visitor from India. Even in the case of Canada and the United Kingdom, that rate is 6X higher.

The Problem With Facebook Ads Optimization

Facebook’s goal when optimizing for leads is to get the most leads for the lowest price.

Facebook Lead Ads Optimization

Quality is not part of the algorithm. Only cost and volume.

This may be less of an issue for a conversion that results in a sale. The value of those conversions is much more clear and obvious.

This may also be less of a factor when remarketing. Assuming, of course, that the bulk of your traffic and email list isn’t built on an audience that resulted from a campaign like this one, your results should be more controlled.

SIDE NOTE: All the more reason to focus primarily on remarketing if you can.

But when targeting interests and lookalike audiences, in particular, Facebook will naturally focus on clicks (when optimizing for traffic) and leads (when optimizing for leads) for the lowest cost. And those lowest cost leads and clicks, for me, come from countries that do not typically lead to sales.

How to Fix This

The fix should be quite obvious: We need to filter using countries that tend to be most productive for our business.

For me, it’s the four countries mentioned earlier (United States, United Kingdom, Canada, and Australia). However, I’ve also added countries that have a .05 purchase-to-visit ratio while also providing decent volume.

I updated my ad sets to only include these countries. The results, as you can imagine, are quite different.

The cost per website click for the ad set promoting a blog post to the Gary Vaynerchuk audience went up from $.06 to $.32. Obviously, not nearly as effective — and a cost that wouldn’t be worthwhile for me.

The cost per lead for that same audience increased from $.29 to $1.79. While that rate is significantly higher than targeting my website visitors, it’s at least within the right ballpark to watch it for a while longer.

Your Turn

This experiment provides a couple of primary lessons:

1) Be skeptical of results that appear to be too good to be true. Dig deeper.

2) Don’t assume anything. Research customer composition to better understand your results.

Anything you’d add here?

Let me know in the comments below!

The post Geography and the Problem with Facebook Ads Optimization appeared first on Jon Loomer Digital.

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Entrepreneurs: Stop Wasting Time on Misfits Fri, 19 May 2017 03:39:43 +0000 Most entrepreneurs struggle with trying to be everything for everybody, wasting their time on misfits -- people who are a bad fit for their business...

The post Entrepreneurs: Stop Wasting Time on Misfits appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

In the early days of my business, I did all I could to please each customer and potential customer.

Is my product too expensive? Here’s a discount code.

You want ongoing updates to this product without paying more? You’ve got it.

You’re unhappy with my product? I’ll spend several emails trying to make it right for you.

If you do this, stop. Please, stop.

By trying to please everyone, you’re wasting your time on “misfits.” This time could be spent serving your ideal audience.

Let’s take a closer look at the types of customers and potential customers who are misfits — sucking away your time, value, and money.

The Skeptical Shopper

Sometimes a potential customer’s first exposure to my business is via a product landing page. They’ve never read my content before. They haven’t attended a webinar. They don’t listen to my podcast.

They’re skeptical.

This tends to happen when a friend or co-worker recommends someone to my products. Or they run a search and my product comes up.

Most frequently, this will happen when considering to book a one-on-one call with me. I’ll get emails like this…

I’m considering booking a one-on-one call with you. The $497 price for only 45 minutes is really high. What kind of experience do you have to command these prices? Will it be worth my time?

In the past, I’d write up a long response trying to convince this person that I’m “worth it.” I’ve figured out over time that this is a bad approach.

My ideal customer is someone who doesn’t need to be convinced of my value. They’ve read my blog posts before — hopefully many times. They’ve attended my webinars.

The bottom line is that these people already know what to expect from me. They understand and agree with my approach. There won’t be any surprises.

Those who don’t know me are more likely to be disappointed. Had they been a reader of my blog, they may know sooner that my style and approach aren’t a good fit for them.

So when I get an email like this, I tend to send a response along these lines…

Thanks so much for considering a one-on-one. If you set up a session, I want to be sure you’re satisfied. I’ve found that those who are most likely to be satisfied are those who already read my content and understand my approach. If there’s any doubt about whether you should set up a call, my recommendation is to hold off.

I’ve seen it before. I convince someone to set up the call. It’s not what they expected. I’m not what they expected. They’re disappointed. Suddenly, we have to go through the process of determining whether to refund.

I just wasted my time, and I feel like crap along the way. No more.

My sales funnel is most effective when those looking to pay for something are loyal, long-time readers. They are much less likely to ask for a refund, and they are most likely to have a long lifespan as a member.

The Bargain Shopper

I get this kind of email often…

I love what you’re doing, and I’m a loyal reader. I know I need to sign up for your training program. I’m just getting my business started, and I have a very tight budget. There’s no way that I can afford the $297 right now. Any chance I can get it for $97?

Look, I feel for this person. I’ve been there. But for my business, it’s best to hold strong.

By offering a discount, I’m watering down the value for those who paid full price. And those who paid full price have reason to be upset when a discount is this easy to get.

Additionally, what ultimately happens is that those who require a discount take more administrative attention than those who don’t. More work for less money.

My response is usually something like this…

Thanks so much for being a regular reader of my content! Unfortunately, there aren’t any discounts available at this time. My recommendation would be to wait until your budget increases. I never want you to buy something you can’t afford. In the meantime, there’s plenty of free content to consume. Have you checked out my free webinar?

It’s the truth. I want you to be happy with your purchase. I don’t want you to pay for something you can’t afford. There’s plenty you can access for free in the meantime.

There’s a way to both stick to your regular price and keep those on a tight budget happy. Those on a tight budget will appreciate it, and they’ll be more likely to be a loyal customer later.

It’s possible that offering discounts makes sense for you. Do what works for your business. But it doesn’t make sense for me (with a few exceptions).

The Square Peg

You’ve heard the old saying, “A square peg in a round hole?” Yeah. As business owners, there’s temptation to try and make it work. Stop it.

Sometimes I’ll get an email like this…

I’m a regular reader, and I’ve heard about your Power Hitters Club – Elite community. It sounds amazing, but I’m just a beginner and I’m just starting. While I can afford the membership without a problem, but will it be worthwhile for me?

PHC – Elite is my community specifically for advanced Facebook advertisers. My ideal customer is someone who spends thousands of dollars per month on Facebook ads. That way, it’s easy for them to get enough value out of the $97 monthly fee to be worthwhile.

In this case, the potential customer is a square peg. It’s a bad fit. They’re unlikely to get enough value out of the community to make the $97 per month worthwhile. As a beginner, they’re unlikely to add much value to the community. Their beginner questions may actually take away value from others.

I would purposefully steer this person away from PHC – Elite. This type of potential customer is precisely why I created a PHC – Basic membership option.

The Dissatisfied Customer

We all get them. You can’t avoid them. No matter what you do or how great your product, there will always be dissatisfied customers.

I might get a message like this…

I just attended the first lesson of your Facebook pixel training program, and I am really disappointed. You were all over the place, and you didn’t answer my question. It was really difficult to follow in the webinar format, and it would be better with live examples. Is this going to improve?

My training programs are set up the way they are for a reason. It’s efficient. It’s easy to keep updated. And the webinars with slides keep me organized and on task.

This approach, of course, is not right for everyone. I understand that. And I won’t force it.

Handle it quickly. Don’t wait. Don’t waste time.

I may respond like this…

Thanks so much for the feedback. Even negative feedback like yours helps guide my product creation, so I do appreciate it.

Unfortunately, this program seems like a bad fit for you. This is the format that will continue throughout the rest of the program. Let’s take care of this now, and I’ll cancel your account and provide a refund. Sound good?

Your instinct may be to get defensive. Or it may be to grovel and do what you can to make them happy. Neither works.

Don’t try to convince the dissatisfied customer that they’re wrong and your product will be great for them. Take an honest look at their feedback and whether there’s any chance they’ll be happy going forward.

The money isn’t worth it. If they aren’t happy, give them the refund and move on. A dissatisfied customer is bound to provide more stress and maintenance that you just don’t need.

The High Maintenance Customer

Some customers are simply high maintenance. You get daily emails from them. They expect special treatment and want custom solutions. Be very careful before giving in.

A potential one-on-one customer wants a custom solution. They want two hours instead of 45 minutes. I get an email with their login credentials asking to log into their ad account. They want me to record the session and request a written report after. I’m sent five documents to review ahead of time instead of the simple questionnaire that I provide. They want an “urgent” appointment time that isn’t available on my calendar. Oh, and they want me to sign an NDA (which I, of course, never do).

All of these things are well beyond the structure of my one-on-ones. I have everything set up the way it is for a reason. It’s how I can be most efficient and help the most people in the least amount of time.

While I could come up with a custom solution for them, I don’t. Instead, I help them understand that this is the nature of my service and this is what you should expect. If it isn’t acceptable, don’t book your time with me.

By caving, I would create more stress and dissatisfaction for myself. It’s not worthwhile.

By being firm and clarifying expectations, one of two things happens: 1) They go away or 2) They accept my terms and are satisfied with the session. By being up front, they accept the terms and change their own expectations.

The Bad Community Member

This is for businesses with memberships built around a private community.

It’s rare, but occasionally I’ll get a bad community member. They’re combative and argue constantly. They spam your community. They publicly complain about not getting the help they need when they provide no help to others. In the end, they provide negative value.

It’s one thing if a member simply doesn’t participate. That’s a zero value member. But the negative value member is a huge problem.

If you don’t do something about the negative value member, they will slowly erode the value of your community. They will make it less desirable for those in it. And you will lose money by continuing to accept money from this one person.

Set very clear expectations for behavior. Have a moderator who can swiftly handle negative value members when they happen. Put out the fire before it starts. And take conversations offline if necessary.

Finally, don’t hesitate to cancel and refund a negative member — even if you don’t typically offer refunds for memberships. Having them around can do way more harm than good.

Your Turn

The bottom line is that we need to look long-term vs. the short-term dollar. Adding a few dollars now for a customer who is a bad fit is bad for your business. Steer these people away whenever possible.

Any other examples you’d add? Let me know in the comments below!

The post Entrepreneurs: Stop Wasting Time on Misfits appeared first on Jon Loomer Digital.

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How to Create Conditional Answers for Facebook Lead Ad Forms Thu, 18 May 2017 18:02:15 +0000 You can now create conditional answers for Facebook lead ad forms to collect information specific to answers previously given on the form. Here's how...

The post How to Create Conditional Answers for Facebook Lead Ad Forms appeared first on Jon Loomer Digital.

Facebook lead ads are a great way for marketers to collect email addresses without sending users to an external website. This is now enhanced with conditional answers for Facebook lead ad forms.

When creating Facebook lead ad forms, you can ask for generic information that can be pulled from a user profile (first name, last name, email address, etc.)…

Facebook Lead Ad Forms Questions

… or you can ask custom questions.

Facebook Lead Ad Forms Questions

When creating a custom question, you now have options of short answer, multiple choice or conditional.
Facebook Lead Ad Forms Questions

Let’s take a closer look at what conditional answers are, how to set them up, and ways that you can use them with your Facebook lead ad forms.

What Are Conditional Answers?

Conditional answers allow marketers to ask a series of questions that provide different answer options based on the answers given in the prior question or questions.

Note that these aren’t conditional questions. Conditional questions would be something like this…

Question 1: Do you work for an ad agency?


Question 2: How many people work for your agency?


In the example above, the second question wouldn’t make sense for those who answered “NO” to the first question.

For conditional answers, the questions will be the same, no matter the answers that are given. But the answer options provided will change depending on the answers provided in the prior question.

So here’s one example of using conditional answers…

Question 1: Would you like a t-shirt or a sweatshirt? (T-Shirt or Sweatshirt are options)


Question 2: What color would you like? (Red and Yellow are options for t-shirt)


Question 3: What size would you like? (Small, Medium and Large are options for red t-shirt)


Another example would be if you allow people to register for a webinar but provide options for date and time.

Question 1: In what month would you like to attend this webinar? (June and July are options)


Question 2: On what day would you like to attend this webinar? (5, 9, 12, and 19 are options for June)


Question 3: At what time (EDT) would you like to attend this webinar? (11am and 2pm are options for June 12)

ANSWER: 11am

How to Set Up Conditional Answers

Now you’re ready to set this up. Let’s use our examples above to move forward.

When you select to provide conditional answers, you’ll be asked to upload a CSV file.

Facebook Lead Ad Forms Questions

This process is not intuitive. It was confusing to me at first what needed to go into that file. Understand that the file will only include the potential answers. You will provide the questions later. So you should map this out prior to creating the CSV file.

Let’s go back to the t-shirt and sweatshirt example. There are different colors and sizes available depending upon whether someone wants a t-shirt or sweatshirt. So you’ll want to create a file where there are columns of possible answers for each question you’re going to ask.

For the t-shirts and sweatshirts example, the document would look like this…

Facebook Lead Ad Forms Questions

Note there are multiple rows for both “T-shirt” and “Sweatshirt” in the first column and the individual colors in the second column. This is so that you can generate each answer scenario.

For example, if you want a t-shirt, there are only red and yellow options. If you want a sweatshirt, there are only green and black options. In any case, you’ll then have options of small, medium or large.

After uploading the CSV file, you’ll then be able to enter your questions.

Facebook Lead Ad Forms Questions

Let’s get a t-shirt.

Facebook Lead Ad Forms Questions

Options for colors then appear. We want a red t-shirt.

Facebook Lead Ad Forms Questions

After selecting the color, we can then choose from available sizes.

Facebook Lead Ad Forms Questions

For reinforcement, now let’s set this up for the free webinar.

Here is what the CSV file will look like…

Facebook Lead Ad Forms Questions

Different days are available, depending on the month; different times are available depending on the day.

After uploading the CSV file, we’ll be able to enter our questions…

Facebook Lead Ad Forms Questions

I entered all three questions that I want to ask. Note that at this moment, you can only select an answer for the first question. The dropdowns for the other two are grayed out.

Let’s answer “June” for the first question.

Facebook Lead Ad Forms Questions

Answer options will now appear for the second question. Let’s select “12” for June 12.

Facebook Lead Ad Forms Questions

And now two options will appear for the webinar on June 12.

Facebook Lead Ad Forms Questions

How You Might Use Conditional Answers

Admittedly, the examples above may not be the easiest to execute. If you’re selling sweatshirts and t-shirts, a lead ad may not be the best solution (it’s not ideal for e-commerce). And for the webinar, you’d need to have automation in place to sign someone up based on their answers. While likely possible, it’s complicated.

We’ll need to keep this simple. You have two or more questions that you want to ask this audience that is registering for something. The answer options you provide will depend upon the answer given to the prior question.

For me, I might want to learn more about someone’s experience level with ads and what they use it for.

Question 1: What level Facebook advertiser would you consider yourself? (Answer options: Beginner, Intermediate, Advanced)

Question 2: How do you use Facebook ads? (Beginner options: I haven’t used them before, To promote my business, Other; Intermediate options: To promote my business, Other; Advanced options: To promote my business, I work for an agency, Other)

I admit that it is challenging to come up with examples where the questions will always remain the same. This is new, though, and I’m sure that use cases will be easy to find as we go.

Your Turn

What do you think of conditional answers for Facebook lead ad forms? How might you use them?

Let me know in the comments below!

The post How to Create Conditional Answers for Facebook Lead Ad Forms appeared first on Jon Loomer Digital.

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This is Why I’m an Entrepreneur Fri, 12 May 2017 05:10:00 +0000 The reason I'm an entrepreneur can be traced back to our oldest son's cancer diagnosis 13 years ago. This is my story about why I'm an entrepreneur...

The post This is Why I’m an Entrepreneur appeared first on Jon Loomer Digital.

Join Jon and his family as they raise money for the Lemon Climb, an event run by Alex’s Lemonade Stand Foundation, raising money to battle childhood cancer. THANK YOU!

The memories won’t fade with time…

I sat in a nondescript cubicle doing nondescript things on a nondescript morning at work. A phone call from my wife, Lisa, shook my life from “normal.”

First, silence. Then, cracking. Attempts to form words. Straining through tears. I sat, patient. And then I heard it…

“Michael has a mass in his chest.”

Our two-year-old son had been experiencing breathing troubles for some time. He had been diagnosed with bronchiolitis and other things, but they weren’t finding a solution. Finally, an x-ray. And the discovery.

I hung up. Stunned. Began for the exits. My boss then approaching, I looked down as I walked. Tears streaming. I attempted to explain. Unable, she guided me out.

I met Lisa and Michael in the hospital. He was poked, prodded, and scanned. We waited.

The examination room (meant for two, but now including several relatives) was silent. Lisa, pregnant with our second son, sat with Michael on the examination table. I was standing. Mind racing.

The door opened. The doctor entered. Blonde, wearing a white lab coat. Quiet. Reflective. Careful. No eye contact. Searching for the right words.

I knew immediately.

“It’s cancer.”

There were few words. Or I didn’t hear any before or after. Lisa immediately clutched Michael closely and cried.

“What’s wrong, Mama?”

Hours passed. They may have been minutes, but they were the longest minutes.

I would eventually leave that room to find myself alone in a hospital bathroom. Frantic. Scared. A phone call to my parents. A desperate negotiation with a God whose existence I both questioned and needed more with each passing second. Fearing what the future might bring.

The oncologist entered and brought calmness back into our lives. She led us to the scans. “It’s neuroblastoma. But I don’t think it’s spread. And I think we can remove it.”

Don’t Google neuroblastoma. It’s awful. It’s rare. And when it hits your child, the end result is rarely good.

But we were given hope. An operation was needed. The surgeon wanted to wait to see if Michael’s breathing would improve, not knowing whether it was caused by the tumor.

We waited. It didn’t improve.

Hugs and kisses for our Michael as the anesthesia set in, and we were guided to the waiting room. A room of love and warmth, as it was stuffed full of concerned friends and relatives.

Watching the clock. Watching.

The surgeon walked in. Confident. Called us all to him like a quarterback calls a huddle as he provided the play.

Michael’s lungs were deflated, one at a time. Holes were created in him. The golf ball-sized tumor, lodged between his aorta and spine, was cut away. Slowly, carefully. Pulled out.

We greeted Michael, finally waking, following his surgery. His face puffy and bruised. Countless tubes attached to his tiny body.

Back in his own hospital room, the medication kept him from feeling pain or from speaking much. His mama cuddled him in his bed while I slept on a nearby cot.

“Mama, I’m broken.”

He awoke, in pain.

This was the worst of it. It would soon be another day. And it would get better quickly.

Scans and samples every month. Every three months. Every six months. Every year. Distracting him with a toy as he goes into that machine again.

Waiting for results. Panicking over false spikes. Relief over confirmation that everything was okay.

These are the things I will never forget…

We Were Lucky

I’m happy to report that there is a happy ending to this story. Michael was 2 1/2 years-old when this happened. This summer, he turns 16. Michael is a healthy, smart, happy, kind, and caring teenage kid.

Not a day goes by that I don’t remind myself how lucky we were. So many families aren’t so fortunate. My heart aches for them.

This Changed Everything

It’s an understatement.

Prior to this experience, I was comfortably complacent. Happy and satisfied. Willing to let time slip away.

We are all given moments like these as a reminder. Sometimes we listen.

I suddenly appreciated everything more. I valued time with my family more. I paid attention to and appreciated the little things. I tried to ignore those things that mattered so little.

I saw urgency in the moment.

This is Why I’m an Entrepreneur

About six months after Michael’s surgery, the first of his brothers was born. I took time off to be with Michael, Ryan, and Lisa. I never returned to that job.

I chose to work for a company around the corner, rejecting the wasted hours of a daily commute.

I’d soon take advantage of an opportunity and do something crazy. We moved from Colorado to New Jersey, where I’d accept an incredible job with the National Basketball Association. A job I didn’t feel like I deserved. But one that I wouldn’t dare pass up.

Two-and-a-half years later, a decision just as crazy: I left that amazing job so that we could go back to our quiet, comfortable life in Colorado, where I would telecommute for a startup game developer.

That lasted six months. I was laid off. I waited. Took a job with American Cancer Society, where I would again work from home. Two years later, I was laid off again.

Our experiences with childhood cancer put me on this path. I would not move my family again. I would not waste hours on the road in a commute.

I wanted control over my life.

That’s why I’m here today. Everything we went through, now more than 13 years ago, provided the daily reminders of what is truly important.

This is why I’m an entrepreneur.

An Introduction to Alex

A year after Michael’s diagnosis, the Today Show played in the background. We heard the words “childhood cancer” and then “neuroblastoma.” We then saw the story of the courageous Alexandra Scott, a young girl battling childhood cancer.

Weak and sick, Alex told her story of starting a lemonade stand. About how she wanted to help other kids like her, one cup at a time. About how she raised $2,000 for that cause, and then others helped her raise another $100,000.

Alex’s Lemonade Stand Foundation was born, and we were hooked. We dedicated ourselves at that point to do all that we could to further Alex’s message.

Unfortunately, Alex was taken by the disease. But her message carries on. ALSF has now raised more than $100 Million for childhood cancer research, and one of the biggest breakthroughs has been in the treatment of neuroblastoma, the form of cancer that Michael and Alex shared.

Every year since we first heard Alex’s story, Michael would hold a lemonade stand to benefit ALSF. Over the years, he’s raised more than $20,000.

But we’ve always wanted to do more.

A Chance to Make a Difference

Ever since we were introduced to Alex Scott, our dream has been to make a difference. To someday be able to do even more.

Now that I have my own business and things are going well, what can we do? This is a conversation I’ve been having with Lisa lately.

The first step is to sponsor the Lemon Climb, an Alex’s Lemonade Stand Foundation event here in Denver. Will you join us in our support of this great cause? You can donate to our team — any amount counts!

For my family, this is only the beginning. I look forward to doing more for this amazing organization. Thanks so much for your support!

Your Turn

Everyone has their story. Every entrepreneur has something that drove them to do what they do. For me, at my core, this was it.

What’s your story?

The post This is Why I’m an Entrepreneur appeared first on Jon Loomer Digital.

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Facebook Ad Conversion Attribution: What You Need to Know Thu, 11 May 2017 19:55:01 +0000 How Facebook reports conversions is often misunderstood. Here's a breakdown of click and view conversion attribution windows and which ad get credit...

The post Facebook Ad Conversion Attribution: What You Need to Know appeared first on Jon Loomer Digital.

Facebook ad conversion attribution is one of the most confused and least understood topics for advertisers. What is considered a conversion? Which ad gets credit?

This post will provide necessary clarification.

Ready? Let’s go…

What Does Facebook Consider a Conversion?

For Facebook to report a conversion when you run ads, you’ll first need to use the Facebook pixel. Additionally, you’ll need to create Custom Conversions or events so that Facebook knows when a conversion happens.

This part is important, if not obvious. Facebook doesn’t know when a conversion happens unless you provide rules that tell Facebook when they happen. By creating Custom Conversions or adding event code to a web page, you tell Facebook that a conversion happens when that page is visited.

Knowing that a conversion happened and reporting it are two different things, of course. Facebook will tell you how many registrations have happened, for example, on the Pixels page…

Facebook Event

And you can also see how many registrations have occurred for a particular product when hovering over the daily graph on the Custom Conversions page…

Facebook Custom Conversion

But here’s a point that is often misunderstood: These numbers do not necessarily represent the number of people who clicked your ad and converted. They include all activity on that event or Custom Conversion — whether they came from your Facebook ad, a Facebook post, or somewhere else entirely. The source doesn’t matter.

That’s why the numbers you see here will almost never match up with the numbers associated with your Facebook ad campaign. When Facebook reports that someone converted as a result of being shown your ad, rules need to apply to assure accuracy.

Here’s an example of a campaign report in Ads Manager when the objective was Conversions…

Facebook Conversions

There were 92 reported conversions in this case. That includes:

  • Anyone who clicked the ad and converted within 28 days
  • Anyone who saw the ad and converted within 1 day

Advertisers often wrongly assume this number only includes those who click the ad and immediately convert. Facebook knows who saw or clicked an ad. Facebook also knows who visited a page you’ve defined as a conversion (thanks to the Facebook pixel).

In most cases, the vast majority of your conversions will occur immediately or soon after a click. But that also depends upon how long it typically takes for someone to convert (often influenced by price or commitment level). Another factor would be if you send concurrent email messaging to the same audience.

You can either change this 28-day click/1-day view attribution or simply view how those windows currently make up your conversions by clicking on the “Columns” drop-down and selecting “Customize Columns.”

Facebook Conversions

At the bottom right, you’ll notice the default attribution settings.

Facebook Conversions

Assuming you haven’t changed them, they’ll be 28-day click and 1-day view. But you can actually change this default by clicking on the “Edit Attribution Settings” link.

You’ll be taken to your Reporting Settings…

Facebook Conversions

Click on the Edit link…

Facebook Conversions

This allows you to change attribution to “Click” only if you want, or you can adjust the sliders to change the days in each window.

Back to where we were, click on the “Comparing Windows” link…

Facebook Conversions

You’ll then get checkboxes for 1, 7, and 28-day Click and View attribution windows.

Facebook Conversions

For fun, let’s select them all, and then click the “Apply” button.

You’ll now see three new columns each for View Conversion and Click Conversion.

Facebook Conversions

Hover over the data in a column to see what it represents.

Facebook Conversions

In my example above, you’ll see the following:

View Conversions:

  • 1-day: 0
  • 7-day: 1
  • 28-day: 1

Click Conversions:

  • 1-day: 91
  • 7-day: 92
  • 28-day: 92

Understand that if something falls within the 1-day window, it also falls within the 7 and 28-day windows; and if something falls within the 7-day window, it also falls within the 28-day window. So there are a total of 92 click conversions and 1 view conversion here.

You’ll recall that by Facebook’s default attribution settings (1-day view and 28-day click), there were 92 conversions. We can see now that these all fall within click conversions (91 1-day clicks and 1 7-day click). The 1 7-day view isn’t counted because it falls outside of the 1-day view attribution window.

So in this example, we can see that almost all of the people registered on the first day of clicking the ad.

When Will You See Conversions Beyond 1-Day Click?

As mentioned briefly above, there are two primary reasons why you may see more of your conversions happen beyond the 1-day click:

1. It often takes longer than one day for someone to convert.

The typical registration is a simple decision. Do I want to register for this free thing? But a purchase decision, in particular, is more complicated.

Does the potential customer have enough money? Do they have their credit card handy? Do they need to do some research before making their decision?

The more money a product costs, the longer we can expect the decision to take. And as a result, you may see more conversions happen beyond the 1-day click.

2. You are sending concurrent messaging to the same audience via email or other means.

Consider this scenario…

You reach Person A with an ad for your product. They see it, but don’t act. Facebook knows that the ad appeared in their news feed.

Later that same day, you send an email to this same person. They then decide to act and make the purchase.

Facebook will count this as a view conversion because it happened within one day. If it takes longer than a day, Facebook will not count it (at least, according to the default settings).

Some advertisers don’t like this. But my counter is that the ad likely contributed. The person may not have acted on the ad, but that branding and messaging may have helped make the decision to open the email, click, and buy.

Of course, if you don’t like this attribution, you can change it!

Which Ad Gets Credit?

Let’s consider another scenario…

  • 30 days ago: User clicks ad, doesn’t convert
  • 14 days ago: User clicks ad, doesn’t convert
  • 7 days ago: User views ad, doesn’t convert
  • 2 days ago: User clicks ad, doesn’t convert
  • Today: User views ad, converts

According to the rules mentioned above, there are three ad actions that could qualify as a conversion (14-day click, 2-day click, and 1-day view). So do all three ads get credit??

Nope. And while you may assume that the ad the user viewed today would get credit, you’d be wrong.

Here are the conversion attribution rules when a user is shown more than one ad and then converts:

  1. The ad that received the most recent click (assuming it falls within attribution window)
  2. If no clicks, the ad that received the most recent view (assuming it falls within attribution window)

So in the example above, the 2-day click would get credit because it was the most recent click. Had there never been a prior click within an attribution window, the 1-day view would have received credit.

Your Turn

Clear as mud? Hopefully, this helps you better understand how Facebook counts a conversion. The primary takeaways are these:

  1. Default attribution is 28-day click and 1-day view
  2. When multiple ads are shown to the same person, the most recent click wins

Anything you’d add? Let me know in the comments below!

The post Facebook Ad Conversion Attribution: What You Need to Know appeared first on Jon Loomer Digital.

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My 15 Facebook Ad Campaigns Fri, 05 May 2017 05:53:48 +0000 Here's a complete analysis of the 15 Facebook ad campaigns that I'm running right now to drive traffic, build my email list, and sell products...

The post My 15 Facebook Ad Campaigns appeared first on Jon Loomer Digital.

I’m often asked for examples of how I use Facebook ads. Since I recently restructured my own campaigns, I thought it would be helpful to share the 15 Facebook ad campaigns that I’m running right now.

That doesn’t mean that these campaigns are perfect. Some will work, and some will fail. I’ll undoubtedly tweak, adjust, and create new campaigns in the very near future.

But this restructure gives you a behind-the-scenes look at what I’m thinking about when I’m creating my own campaigns.

Here we go…

Motivation Behind the Restructure

It’s far too easy to get stuck in your ways, particularly when things are working. I suspect that’s where I was recently when I decided to shuffle the deck a bit.

I had fallen in love with a few targeting methods. In particular, I was targeting my website visitors who spent the most time on my site. This was an all-purpose audience that was being used for multiple objectives.

A Facebook rep will tell you this is a bad idea. The know-it-all advertiser will tell you the same. “Too much overlap,” they say. “You compete with yourself in the auction.”

The truth? That targeting was awesome. I don’t care about “competing with myself” if it provides the results I want. And I was getting great results.

I stuck to that approach when writing my post about Delivery Insights. If you aren’t familiar with the new tool, it helps you see things like Auction Overlap.

Since I rarely target broad audiences like Interests and Lookalikes, I tend to have high Auction Overlap. And as stated above, that’s not necessarily bad in and of itself.

By doing so, I don’t drive up the price of my own auctions. Instead, Facebook prevents this by automatically removing targeted people in a poorer performing ad set when they show up in the same auction multiple times.

So as long as your targeted audience is deep and awesome, you’ll be fine. And that, at least, has been my explanation for using that approach.

But I’m not averse to change. And I also love experimenting. So I figured, why not? Let’s scrap everything and start over.

And I think regardless of where this goes, we all need to “scrap everything and start over” every now and then. It challenges your assumptions. It allows you to see from a different perspective. You gain knowledge.

Overview: My 15 Facebook Ad Campaigns

I’ll be honest: I don’t typically have 15 campaigns running at a time. But this exercise forced me to go there.

I wanted to be sure to cover every objective. But I was also conscious of not using the same audience too often.

That realization opened things up a bit. It allowed me to get a little creative with how I targeted people and when.

My end goal wasn’t to completely eliminate overlap. Overlap will surely continue to exist.

Instead, I wanted to avoid using the exact same audience in multiple ad sets. I wanted to leverage the most engaged for the bottom of the funnel while going after those lower-engaged users for the top of the funnel.

And that funnel is critical. I talk about it a lot. My central strategy is to drive people through this basic funnel:

  1. Top: Consume Content
  2. Middle: Provide an Email Address
  3. Bottom: Purchase

The result is that I target a broader audience for the top of the funnel, getting more precise as we go down. I end up spending more money at the top than at the bottom.

Another reason this is my focus is because Facebook ads aren’t the end of the game for me. My primary goal with ads is to drive traffic and build my email list. My email list then does the bulk of the heavy lifting with selling.

Enough talking. Here’s a 1,000-foot view of my 15 Facebook ad campaigns…

My 15 Facebook Campaigns

In the grid above, I break this up by goal. The top group is driving traffic, the middle group is building my email list, and the bottom group is selling product.

Don’t be distracted by campaign objectives. I use the “Reach” objective to sell sometimes because I want to reach everyone within a very small, relevant audience (like those who registered for a specific webinar during the past 14 days).

In the grid, I give you the basics regarding the following:

  • What I’m promoting
  • Campaign objective
  • Targeted audience
  • Excluded audience
  • Daily budget

Just know that I’m leaving out A LOT from this grid. I wanted to be as concise as possible so that you could actually read it (even if you still need to squint a bit).

Now, let’s take a closer look at each step of the funnel…

My Funnel: Driving Traffic

I complicated my funnel in January when I started writing about the entrepreneur topic in addition to Facebook ads. As a result, we have to nearly double the budget and campaign creation.

In a typical week, I write two blog posts: One about Facebook advertising and one for entrepreneurs. I then promote those two posts for one week — until the next posts are published.

This is an ongoing process. So while an individual campaign will only last a week, the approach itself doesn’t stop. I’m always promoting two blog posts.

While I’m not a big fan of targeting Interests and Lookalike Audiences, I’m more willing to do so at the top of the funnel. This is actually the first time in a long time that I’ve done so while promoting my Facebook advertising content.

But I do need to utilize these audiences for promoting my entrepreneur blog posts. The reason is simple: My audience of people who have read my posts for entrepreneurs is still growing. It’s a fraction of those who have read my Facebook advertising posts. I need to go beyond that.

All blog posts for entrepreneurs have “entrepreneurs” in the URL; all blog posts on Facebook ads include “facebook” in the URL. That’s how I’m able to create Website Custom Audiences around visitors who read posts on a single topic.

Facebook Website Custom Audience Entrepreneur

Most of these campaigns are pretty basic. I just promote the post that I shared to my Facebook page where I shared that blog post. And I leverage that same ad for multiple ad sets.

But you’ll notice that my third campaign is a blog post carousel…

Facebook Ad Carousel

This carousel consists of 10 of my most popular and recent blog posts on Facebook ads. I target those who visited during the past 31-60 days (but not during the past 30). This is an attempt to re-engage those who haven’t visted lately, driving them deeper into my ads funnel.

There’s another, more complicated campaign that’s for my most recent subscribers…

Facebook Ad Campaign New Subscriber

This is one of a series of ads that people who are new to my email list will see. I’m not selling anything yet. Just introducing you to what I’m all about.

This is done with a little Infusionsoft tagging magic. We have some automation in place that detects a new subscriber (as opposed to a current subscriber who made another action). They are then tagged and put into a “New Subscriber” email campaign. When that campaign completes, that tag is removed.

I created a Custom Audience based on that New Subscriber tag, and it is synced using a third party tool. So as long as a user is tagged as a new subscriber (it’s a short period of time), they’ll be seeing these ads.

Once again, I want these new subscribers to click on more links. When they do, they’ll be added to audiences that will be targeted further down the funnel.

My Funnel: Building My List

As explained yesterday, my list is critical to the success of my business. And Facebook ads are a big part of how I build that list.

At this moment, there are three lead magnets driving my list-building efforts with Facebook ads:

The Keys to Success video series is currently only available via Facebook ads, and I started promoting it (with lots of success) beginning last Friday. I plan to also create a video series for entrepreneurs.

Keys to Success Video Series Facebook Ad

The webinars occur on a near monthly basis. I do take some months off here and there, but the Keys to Success webinar, in particular, will air seven more times this year.

For each webinar, I create two separate campaigns:

  • Campaign #1: Lead Generation Objective
  • Campaign #2: Conversions Objective

The first campaign utilizes Facebook lead ads, which keep people on Facebook via a lead ad form. The second sends users to a landing page on my website.

I’m often asked why I use both. Well, the truth is that there are advantages and disadvantages to each approach. I’m not ready to commit 100% to one. The results tend to be about the same for me, too.

Something else you may notice is that I have two different strategies for my webinars:

  • Ongoing: Target very recent website visitors
  • 1 Week from Webinar: Target larger group

I want to focus on a small audience for most of the promotion of these webinars. In this case, only those who have visited during the past few days (excluding several groups, too). That way, those who don’t register won’t see these ads forever.

But that daily budget is modest, and I want to push registration as high as possible. So I’ll expand the audience for a week prior to the webinar start date. I’ve created all of those ad sets to run for my scheduled webinar dates for the rest of 2017.

My Funnel: Selling Product

Finally, I sell. As mentioned many times before, this isn’t my primary focus with Facebook ads. But I do sell as well, even though I dedicate the smallest proportion of budget here.

The reason why it gets the smallest budget is simple: The audience I target is largest at the top of the funnel and smallest at the bottom. To spend more, I’d need to expand the audience — making a sale less likely. I prefer to sell only to those most likely to buy.

In all, I have seven campaigns running to promote products. But the reality is that I only have five products to sell (at this moment):

So I’m promoting everything. I just don’t have a lot of products to sell.

Notice that in each case, I’m very careful to only sell to those most likely to buy that particular product.

  • Facebook Pixel Training Program: Those who registered for Keys to Success webinar or video series recently
  • PHC – Basic: Those who read a Facebook-related post on my website two times in the past 14 days
  • PHC – Elite: Those who read a Facebook-related post on my website three or more times in the past 14 days
  • PHC – Entrepreneurs: Those who are PHC – Elite members AND read an entrepreneurs post on my website
  • One-on-Ones: Those who are in the top 5% of time spent on my website during the past 30 days

I also created an “Abandoned Cart” ad for Power Hitters Club and the Facebook pixel training program.

Abandoned Cart Facebook Ad

Those who visit the landing page for one of these products during the past seven days but don’t convert will see this ad.

This is also where I’m much more likely to optimize for Reach. The reason is quite simple…

If I optimize for conversions, Facebook is going to show my ad to a small percentage of people within my targeted audience who are most likely to convert. While that’s typically acceptable (and even preferred), this isn’t what I want for a very small and relevant audience.

The abandoned cart audiences are tiny. I also want to reach ALL of those who registered for a recent webinar. No optimization needed, Facebook. Not in this case.

Your Turn

So these are the 15 campaigns that I’m running right now. As I said at the top, these campaigns aren’t perfect. The situation is fluid. I’m constantly tweaking, stopping campaigns and adding new ones. But this is a snapshot behind the curtain.

What campaigns are you running right now? What is your strategy?

Let me know in the comments below!

The post My 15 Facebook Ad Campaigns appeared first on Jon Loomer Digital.

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Entrepreneurs: List Building Strategies Thu, 04 May 2017 03:33:50 +0000 List building is absolutely critical to the success of an entrepreneurial business. Here is a deep dive into strategies that I use to build my list.

The post Entrepreneurs: List Building Strategies appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

It’s weird, really. You may have come to my site to read a tutorial about how to get the most out of Facebook ads. But the dirty little secret is that list building is my most important revenue source, and it’s not that close.

Don’t get that twisted. Facebook, generally, and Facebook ads are very important. Not only is Facebook critical to my traffic-driving engine, but it’s also central to my list-building efforts.

But once you’re on my list, there’s no method that is more efficient at driving traffic and sales. None.

My List

I typically add about 100 people to my list on a given day (conservative count, it’s often more). I use a wide variety of methods to do this (we’ll get to that in a minute), but note that I’m referring to new subscribers only — ignoring current subscribers who registered for something new in this count.

My list today is a shade over 100,000 people, but that is also after a series of list cleanses. We run a campaign every quarter to re-engage anyone who hasn’t opened anything during the past four months. If they still don’t engage, they’re removed from my list.

I point that out because it’s important to have perspective on numbers. It’s easy to have a large list, but it’s more valuable to have a large, high-quality list.

My list was started in early 2012 — about six months after this website began. One lesson learned and piece of advice I often give is that I waited six months too long. Don’t wait.

If you have a website, give people a way and a reason to provide their email address. I don’t care if you get one new contact per month or 1,000 per day. Just do it.

My List Drives Traffic

A high-quality list is an unfair advantage when it comes to traffic.

Immediately after publishing a new blog post, I schedule an email to be sent to my list that will promote that post. I could ignore Facebook and Facebook ads if I wanted to get crazy. I could disappear after that and still drive traffic.

While results vary, a single email to my list almost always drives at least 2-3,000 people to a blog post.

And that is conservative. Last month, I wrote a blog post about Facebook ad collections. Doesn’t sound that interesting, really. I sent an email to my list, and it resulted in 7,063 people going to my website to read it.

List Building

That’s quite the head start. Another 2,449 would click from my Facebook post…

List Building

And 977 people have shared the post so far…

List Building

Without the list and Facebook, how many people would have found that post? Luckily, I won’t need to find out.

My List Drives Sales

I don’t like talking about money. I think it’s tacky. It’s also easy to provide misleading and inflated numbers to make myself look successful.

But I’ll say this about the impact of my list on revenue…

I started a 4-week training program on the Facebook pixel in February. Of those who signed up, 207 did so after clicking a link to the product landing page in one of my emails.

Those are some very high-value clicks. Facebook is still very important, and it’s a big reason for the size of my list. Organic traffic from Google also drives a sizeable chunk. But my list is ultimately the most important traffic and revenue driver for my business.

List Building Checklist

So, you get why list building is so important to my business. You understand why you need to focus there, too. But, how do you do it? Where should you start?

Here are seven steps that can guide your list-building efforts…

Step 1: What’s the Ultimate Goal?

You must start here. It’s far too easy to say, “I’m going to create an ebook (or webinar or video series, etc.).” The goal will set your path.

In almost all cases, you’re trying to sell something. It could be a physical product, digital product or service.

As an example, let’s focus on my Facebook Pixel 4-Week Training Program.

Step 2: Create a Valuable Related Piece of Content

Look at this as an effort to reverse engineer the purchase path to a single product.

  1. What is the product?
  2. How much does it cost?
  3. Who would be most likely to need your product?
  4. What problem does this product solve?
  5. What content could you create related to this problem?

The end goal is to create a funnel that attracts our ideal customer. That ideal customer may not be ready to buy now, but they have a problem that we’ll address with this valuable piece of content — a problem that will be even better handled by our paid product or service.

Far too often, the typical business thinks list building means creating a newsletter. No. People don’t want your newsletter.

Your potential customer’s email address is valuable. You know that. They know that. Give them something of value in return.

In my example, I created Keys to Success, a webinar that I conduct on a monthly basis. This webinar focuses on the factors that contribute most to success and failure of Facebook advertising. A recurring theme is that the Facebook pixel is required for many of the strategies.

While 60 minutes of the webinar presentation are ad-free, the final three minutes are focused on the Facebook pixel training program.

Step 3: Consider Multiple Formats

Understand that not everyone consumes content in the same ways. Balance time, effort and shelf life when determining the format (or formats) you’ll use.

I know that the topic of Facebook ads is fluid and changes quickly. That’s why I’m not a big fan of creating lead magnets that are based on static content. That static content gets outdated quickly. I then need to update it or scrap it altogether.

That’s why my preferred format for this content is a webinar. I create the content once, and I can conduct webinars on a monthly basis based on that content. When things change, I can make these minor tweaks very easily.

However, that doesn’t mean I should ignore other formats entirely. Not everyone attends webinars. And they also present time zone issues since my audience is international. I will never get a high percentage turnout.

That’s why I’ve also created a Keys to Success video series based on the webinar of the same name. This way, registrants don’t need to wait days or weeks to consume the content. They can start consuming immediately. And they do so on their time.

(This series is currently available only via Facebook ads promotion.)

So, consider what works best for you and your potential customer. If possible, you may want to develop multiple lead magnets using varying formats.

Step 4: Drive Registrations On-Site

You may not have noticed, but my website is third party ad-free. There’s no AdSense on the side. There aren’t any ads popping up in the middle of content. There aren’t ads in the comments.

Why? Because I know that real estate is valuable. If it’s going to be used to promote anything, it will be used to promote my own products. Otherwise, the existence of third-party ads says that I can make more money promoting someone else’s products than my own.

Here are just a few of the ways I drive registrations to my Keys to Success webinar (and other opt-ins) on my website…

1. Blog Content

Let’s be very, very clear what this is. We’re not talking sponsored content here (mainly because it’s not promoting another business). This isn’t contrived content. It’s not worthless, fluff content that requires an email address to learn more.

In most cases, it’s writing a blog post on a topic that sticks to the same theme that’s covered in the related webinar (that is addressed by the related product).

An obvious example of this on my website is the 7 Keys to Facebook Advertising Success post. At the top of the post, I make it clear that the blog post summarizes what I cover in my 90-minute webinar (which I link to in the post).

I’ve also been writing several blog posts that stick to the Facebook pixel theme. This helps to keep funneling people to my training program. Here are a few more I’ve written since February:

While these are all tightly aligned with the end goal, the truth is that all posts I write about Facebook advertising are related to my product. As a result, this content is also helpful for indirectly driving signups by attracting the right traffic.

What I mean by that is you click on a link to one of these articles via social media, a Facebook ad or Google search. Once there, you may click internal links, fill out forms or go elsewhere on my website that leads you to register.

I regularly cross-promote as well. You’ve seen it in this post. Understand that I didn’t write this post to consciously promote other products and content. It’s just that all of these things are interconnected, so it’s easy to bring them up in the discussion.

And finally, by visiting these pages, I can create remarketing audiences to reach you with Facebook ads promoting my webinar or training program (but we’re getting ahead of ourselves — more on that later).

2. Sidebar and Other Widgets

As I said, I don’t monetize my website with third party ads. That’s valuable real estate that I’d rather use to promote my own stuff.

If you’re on your desktop, check out the right-hand column. If you’re on a mobile device, scroll below. You’ll find opt-in forms relevant to the type of content you’re reading.

Since I’ve made the move to writing about entrepreneurship in addition to Facebook advertising, I also make sure that the forms in the sidebar are relevant to the content in the body.

While I feel strongly that you should offer something beyond a newsletter, I also realize that sometimes people just want to be added to my list so that they’re informed of changes. That’s why I also add a newsletter form at the bottom of every post.

3. Pop-ups

Look, I hate pop-ups. I really do. And I go back and forth on this one because “they work” should never be reason enough to do something.

I got rid of pop-ups for about six months. The reality is that I’ve had six-month periods like this throughout my business. As I type this, I’m using them again. But I’m trying to use them more intelligently.

They won’t pop up every time. They only appear on posts, based on your behavior. And whether you see a pop-up for my Keys to Success webinar or What Now? webinar for entrepreneurs will depend upon the post that you’re reading.

This is something I’ll continue to monitor. For now, pop-ups certainly add a nice chunk of registrations. My goal is to limit the annoyingness of them as much as possible.

4. Menu Link

Pretty simple. I’ve split my content into “Facebook” and “Entrepreneurs” sections. Hover over either of those two links at the top, and a link to the associated free webinar will appear.

List Building

This won’t drive a large percentage of my registrations, but every bit counts.

Step 5: Drive Registrations Off-Site

Everything in Step 4 is important. But I drive the majority of my registrations from off-site sources.

You won’t be surprised about what is driving this: Facebook, generally, and Facebook ads, more specifically. I don’t do much else off-site to drive registrations.

Sure, I’ve used CTA buttons on my Facebook page to drive registrations. I’ve published posts to my page about my opt-in offerings. I add CTA forms within my Facebook Instant Articles. But the organic portion of this is small.

There are two primary Facebook ad sources that drive registrations for me:

  • Ads that send people to a registration landing page on my site
  • Facebook lead ads, that keep people on Facebook

List Building

At this moment, I’m spending about $20 per day promoting my Keys to Success webinar, and another $20 per day on the Keys to Success video series. While this may not seem like much (and it’s a small percentage of my daily ad spend), I’m carefully crafting targeting around people who know me, making sure to reach them at specific times for specific objectives.

A week before the date that each webinar airs, I expand the audience and raise the budget. I also have campaigns running to promote my webinar for entrepreneurs.

Since I focus on people who know me — and know me well — this method is very efficient, even on a relatively modest budget. I get about 100 registrations per day from Facebook ads.

You’ll recall that I said earlier that I get about 100 new people added to my list on a daily basis. Keep in mind that a decent chunk of those registering via a Facebook ad may already be on my list for other reasons.

Step 6: Develop Multiple Opt-in Opportunities

I’ve covered all of it in the steps above, but it needs to be emphasized: Have more than one way that someone can be inspired to provide an email address.

I’ve created a webinar and video series around the same content. But I also have an entrepreneur webinar, and I plan to develop a related video series. I may develop an ebook. And, of course, you can also register for my newsletter.

I completely scrapped my newsletter for more than a year because I didn’t find the thought of one to be compelling. But don’t forget that sometimes people just want a way to get on your list — as crazy as that may sound!

Step 7: Create Email Campaigns for Subscribers

There are two sides of this: Before and after the registration.

Before the Registration

I use email campaigns to drive people on my list to register. This may seem unnecessary (they’re on my list already, after all!) but it’s actually completely necessary.

Even if you’re on my list, an additional registration does several things:

  1. You take the conscious step of showing interest in a topic. By doing so, you become more likely to make a related purchase.
  2. Depending on the registration, there may be a more personal engagement. If a webinar, for example, we can have a live Q&A. This will also make you more likely to purchase.
  3. By registering, you are tagged and sent into an additional campaign.

That takes me to…

After the Registration

My webinars follow the following promotional structure:

  1. I promote my related product during the webinar
  2. I send you the replay with a note about that related product
  3. I send you two follow-up emails about that product

This can be automated or manual. Obviously, automated saves time and manual prevents mistakes from templates. I tend to use a combined approach where I use the same email I’ve sent in the past, and manually read it through before sending again.

Your Turn

I can’t stress enough how important the list is to your business. You must dedicate yourself and invest in both the building and nurturing of that list. Far too often I’ve seen marketers focus all of their energy on building the list, never able to take advantage of it!

Anything you’d add to this checklist? Let me know in the comments below!

Free Webinar for Entrepreneurs

I host a free webinar for entrepreneurs that happens on a near monthly basis. It focuses on lessons I learned while starting my business. You can learn more about the details of the webinar here, or simply register below…

The post Entrepreneurs: List Building Strategies appeared first on Jon Loomer Digital.

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How to Use Facebook Delivery Insights Fri, 28 Apr 2017 07:22:49 +0000 Facebook Delivery Insights is a great tool for spotting issues with auction overlap and audience saturation so you can fix it quickly. Here's an overview...

The post How to Use Facebook Delivery Insights appeared first on Jon Loomer Digital.

Facebook Delivery Insights is a new tool that allows advertisers additional perspectives into the performance of their ads.

Facebook Delivery Insights

Up until now, advertisers have been given dozens of performance metrics to evaluate results. However, it’s not always easy to determine the cause of a drop in performance or know exactly how to react.

Facebook Delivery Insights provides new metrics and graphs to help isolate when auction overlap or audience saturation, in particular, may be causing problems.

Access Delivery Insights

Delivery Insights applies to ad sets that have been running for at least five consecutive days, have at least 500 impressions and have experienced a sudden shift in performance.

When an ad set is eligible to surface this information, a “See Delivery Insights” link will become visible when hovering over data in the Delivery column for an ad set in Ads Manager.

Facebook Delivery Insights

You can view Delivery Insights for one ad set at a time.

Filter by Metrics

At the top of Delivery Insights is a chart highlighting performance during the past seven days.

Facebook Delivery Insights

By default, Delivery Insights will chart the amount spent during that time (see above). But the drop-down at the top left will let you adjust the chart for additional metrics…

Facebook Delivery Insights

Like Cost Per Result…

Facebook Delivery Insights


Facebook Delivery Insights

And Impressions…

Facebook Delivery Insights

These quick snapshots will give you immediate warning signs if the performance of your ad set dropped recently.

Activity History

In the bottom half of Delivery Insights, there are three tabs for Activity History, Auction Overlap, and Audience Saturation.

Facebook Delivery Insights

The default view is Activity History, which documents all of the changes that have been made to your ad set over time.

Facebook Delivery Insights

This can provide some context when investigating the cause of a sudden drop in performance. Does it coincide with a change that you made at around the same time?

Auction Overlap

The second tab is for Auction Overlap.

Facebook Delivery Insights

Auction Overlap occurs when overlapping audiences from the same ad account appear in the same auction. Understand that Facebook prevents you from competing against yourself by de-duping. If the same audience is found in multiple ad sets from the same ad account in the same auction, Facebook will choose the higher performing ad set.

The result is that ad sets with high auction overlap may struggle to get distribution due to a high level of de-duping.

There are three metrics within Auction Overlap…

Amount Spent: How much you’ve spent on an ad set during a given day.

Facebook Delivery Insights

If this amount is dropping below your expected budget, it could be a sign of a problem due to a high level of de-duping.

Auction Overlap Rate: This is the rate at which your ad set was in the same auction as another ad set in the same ad account. When this happens, that audience is removed from the auction for that particular ad set. If you suffer from high overlap, you’re less likely to reach optimal delivery rates.

Facebook Delivery Insights

Overlapping Ad Set: Facebook provides the ad sets (indicated by ID) causing your selected ad set to be removed from auction most often due to auction overlap.

Facebook Delivery Insights

Facebook provides columns for the three ad sets providing the most auction overlap for a given day.

It’s important to understand that a high percentage in these three columns isn’t necessarily a bad thing. These percentages indicate how much of the overlap is due to that particular ad set. So maybe the total overlap is 5%, and a given ad set makes up 50% of that overlap.

Dealing With Overlapping Audiences

Audience overlap (vs. Auction Overlap) isn’t necessarily bad. For example, consider the scenario where you have two large audiences with high overlap, but you’re using low budgets. Since the audiences are large and the budgets are small, you’re less likely to result with competition between the two in the auction.

However, there could be a problem if the auction overlap rate is high. The definition of “high,” of course, isn’t clear. But Facebook recommends merging audiences if high auction overlap is resulting in poor performance.

Per Facebook:

Here’s an example scenario: After seeing an ad set targeting fans of your Page has a 50% Auction Overlap Rate, you check its Overlapping Ad Set 1. You find that it’s an ad set targeting people who visited your website, and that it’s accounting for 60% of the auction overlap. You decide to merge the Page fans ad set into the website visitors ad set. You do this by adding the budget and targeting of the former into the latter. That way you maintain data from the successful ad set, which means it could take less time for it to adjust to the new parameters after the merge.

The key here is that the trigger for making a change isn’t necessarily the high auction overlap, but the poor performance. If your ad set isn’t performing at the level you’d like and you discover high auction overlap, merging the audience from the poorly performing ad set into the higher performing ad set should be a consideration.

Facebook also suggests excluding audiences if auction overlap is a problem. Once again, I’d only look at excluding audiences if performance is poor, caused by a high auction overlap rate. I’ve found that excluding audiences to avoid overlap as a rule can actually hurt performance.

Audience Saturation

The final tab at the bottom of Delivery Insights is for Audience Saturation.

Facebook Delivery Insights

Audience Saturation measures how often people are seeing your ad for the first time, among other things.

Following are the metrics within Audience Saturation…

Impressions: This is the number of times your ads within the selected ad set were viewed within a given day.

Facebook Delivery Insights

First Time Impression Ratio: This is the percentage of impressions coming from people seeing your ad within the selected ad set on a given day for the first time.

Facebook Delivery Insights

In most cases, you want this number to be high. A low First Time Impression Ratio means that most people have seen your ad before, which makes it less likely to provide desired results.

Reach (Cumulative): This is the total number of people who have seen your ads within the selected ad set at least once during the life of your campaign.

Facebook Delivery Insights

This provides context regarding the next stat…

Audience Reached Ratio: This is the percentage of the potential audience you’ve reached so far.

Facebook Delivery Insights

If performance drops as the Audience Reach Ratio increases, it may be time to broaden the audience.

Thoughts on Using Delivery Insights

Delivery Insights can be a very valuable tool for advertisers. However, I’d caution you from using hard and fast rules for “good” and “bad” percentages or thresholds.

I look at this similarly to how I view ad relevance scores (though I admittedly value Delivery Insights information higher). If something is working, I don’t care a whole lot what these numbers show. If performance is dropping, I want to find a potential cause.

Delivery insights can help you find that cause and make the fix necessary to get you back on the right track.

You can bet that I will tend to have higher Auction Overlap than most advertisers. There are three primary reasons why:

1) I focus on Website Custom Audiences, which tend to be smaller than interests and Lookalike Audiences;
2) I use higher budgets than the average advertiser; and
3) I typically run multiple campaigns with different objectives at the same time, often using closely related Website Custom Audiences that may overlap.

I’ll occasionally use interests and Lookalike Audiences, particularly when promoting my entrepreneurial content. Auction Overlap, First Time Impression Ratio, and Audience Reached Ratio will always be lower in those cases. But does that mean that these ad sets are higher performers than those targeting Website Custom Audiences with higher numbers in these metrics?

Of course not…

Context is necessary. Again, this information is valuable. But use it to find the cause of a problem, rather than declaring a problem that doesn’t exist.

Your Turn

Have you started using Delivery Insights yet? What do you think?

Let me know in the comments below!

The post How to Use Facebook Delivery Insights appeared first on Jon Loomer Digital.

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Entrepreneurs: How I Launched a Membership Community Thu, 27 Apr 2017 19:00:04 +0000 I struggled for months to launch an entrepreneur community. Then everything exploded in a blaze of inspiration and chaos in a matter of hours. Here's how...

The post Entrepreneurs: How I Launched a Membership Community appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

A product launch is one of the most stressful decisions an entrepreneur can make. You plan. You overthink. You second guess. You worry that no one will buy.

I often talk about how the best thing you can do in a situation like that is to simply wing it. Don’t fear the unknown. Don’t overthink it. Launch and react.

That was the case with my first product nearly five years ago, when I launched a Power Editor training course. I wasted weeks and months worrying about it. One night, I simply sent an email with a PayPal button. No course existed yet. The rest is history.

Five years later, I still struggle with product launches. In particular, I struggle with launching a product for my entrepreneur community because it’s brand new for me. A new audience and no history that would provide me confidence in the results that I can expect.

Well, I finally launched a product for my entrepreneur community early this morning. In typical fashion, I did it mostly on a whim. After weeks and months of overthinking it.

Here’s a recap of how all of this went down in a matter of hours…

The PHC – Entrepreneurs Dilemma

Back in January, I decided to expand my content and begin writing a weekly blog post on the entrepreneurship topic. This was a big pivot for me, after focusing exclusively on Facebook advertising for the past several years.

As a result, launching a product on this topic wasn’t as easy as launching a Facebook ads product. While I have a large built-in audience, it’s not clear how much interest I’d have in a product for entrepreneurs. It was a lot like starting a business from scratch (with some advantages, of course).

I emailed my list a couple of times, asking for feedback. Each time, I took a step back. Each time, I felt less sure of myself.

Do I have enough interest to launch a community for entrepreneurs? Do I need to get focused on a specific type of entrepreneur? How do I add value without overextending myself? What other free options already exist? How do I price this? Would anyone even sign up?

“Whom Is This For?”

I recorded a Pubcast with John Robinson yesterday at 10am, and I spoke about my issues with figuring out my intended audience for an entrepreneurship product. Check out this unedited excerpt as I start thinking this through…

The moment I described was extremely important. Getting that feedback from Emeric felt, at the time, like a punch to the gut. It was a step backward hearing that he’d have no interest in a general community for entrepreneurs. But it made a lot of sense, once I brushed off my own sensitivity.

I have experiences as an entrepreneur that may apply to all entrepreneurs to a point, but I can provide the most value to those who are attempting to build a similar business. Like Emeric was saying, an entrepreneur building an app may find minimal value in my community. Someone with a brick and mortar business will also find less value.

But someone building an online business selling digital products? An entrepreneur focusing on blogging, list building and memberships? Yeah, I can help this person.

I compare it to how I found my own niche with the advanced Facebook ads topic. My content originally lacked any focus at all. I wrote about Facebook, Twitter, Pinterest, YouTube and even Google Plus. I wrote about blogging. And when I wrote about Facebook, it could be about personal use, privacy settings, basic marketing or advertising.

It wasn’t until I got hyper focused on advanced Facebook advertising that I found my footing.

The Starting Line

At about the 20 minute point in my conversation with JR, an idea suddenly strikes me…

This is how my launches often happen. I can’t be talked into it. Suddenly, an idea strikes me and it gains momentum. Instead of planning for two weeks, I take that momentum and launch immediately.

The wheels started turning. What’s funny is that this is a true lightbulb moment. I’m distracted for much of the conversation from that point forward as I start polishing the idea.

The Beta Launch

Recall that this conversation was happening at about 10:25am at this point. I conducted my weekly PHC – Elite webinar at 2pm. At 1:45, 15 minutes before that webinar would begin, I threw together a slide and officially announced my intentions to launch a PHC – Entrepreneurs community…

So I went from being frustrated by the obstacles in front of this community to officially announcing it within a span of four hours.

Immediately after finishing this webinar, I put all of the groundwork in to create tags, the Facebook group, checkout form and Infusionsoft campaign.

At 1:13am, I launched the beta to my PHC – Elite community with an email.

PHC – Entrepreneurs Email Announcement

I decided that I’d launch this beta to PHC – Elite members only. This would help control the beta, but it also allows me to get this product in front of my most valued customers first.

By opening the beta to PHC – Elite members only, it is also a nice added perk for membership. Indirectly, this launch also adds value and motivation for anyone thinking about joining PHC – Elite.

Following are the important details describing this community to those invited…

Hey, XXX! I made a big announcement during yesterday’s PHC – Elite webinar, and you may have missed it. I’m taking the plunge and launching a new PHC community for entrepreneurs!

This is a really big deal for me. It’s the first time since my business started nearly six years ago that I’ve created a product for something other than Facebook marketing. I’m excited, and a little bit nervous!

Go here to sign up for the exclusive beta at only $9/month:


If you’ve followed along at all, you know that I’ve been agonizing over this for a while. I started writing content for entrepreneurs during the first week of 2017. I even started a free webinar for entrepreneurs, too. I wanted to create a product as well, but I’ve struggled to pull the trigger.

It wasn’t until recording an upcoming episode of the Pubcast with JR yesterday that it finally came together. I’m ready to launch this thing!

Of course, I have some normal jitters about this move. While I have some expectations regarding whom this group is for and what the content will be, this isn’t yet finalized. And I’m still not sure just how many people will sign up.

That’s why I launched it as a beta, for a very small and excluive group. And you’re included!


I decided I’d launch PHC – Entrepreneurs, but make it available ONLY for PHC – Elite members right now as a beta. This is an exclusive invite! While I will write about this for the public, only PHC – Elite members can sign up right now. And only PHC – Elite members will get the beta price of $9/month (for life).

There are many things I need to figure out about the final product, and I hope you can help me get there. One of those items on the checklist is price. Something I heard from prospective members is that they don’t want it to be too cheap — they want it to be more exclusive, to keep out the “riff-raff.”

For now, though, only PHC – Elite members can sign up for $9 per month. So there won’t be any riff-raff. And even after the beta period is complete, you will continue to get access for this dirt cheap price. But I fully intend to raise the price (probably significantly) — and you’ll help me determine what that price should be.

Join me here:



Something I’ve realized is that this group shouldn’t be broadly for all entrepreneurs. I understand that there are many different niches within entrepreneurship, and not everyone will value the same information.

As a result, I’ve decided — at least initially — to focus on entrepreneurs with the following characteristics:

  • Online, digital based
  • Minimal emphasis on physical, brick and mortar
  • Digital products and memberships
  • Minimal emphasis on physical products
  • Blogging and list building
  • Webinars and ebooks
  • Education and training programs

Basically, everything above describes my business. That doesn’t mean that your business needs to be exactly like mine to find value in this community, but the more commonalities, the better!

I also believe we should have common core values. Here are mine:

  • Honesty, integrity and transparency
  • No shortcuts
  • No get rich quick schemes
  • Priority is lifestyle over getting rich and famous


As of today, PHC – Entrepreneurs will consist of two primary things:

  • Private Facebook group for entrepreneurs like you
  • Regular webinars and other live events to discuss entrepreneurship topics

It’s brand new. This community is in beta. But this is what you can expect — at minimum.


You have a very exclusive opportunity to help me build this community, and I’m excited to have you involved!

I’m launching this in beta because I still have some unknowns that I need finalized. You can help me bring together the following:

  • What resources should be available?
  • What content should be created?
  • What topics should be covered?
  • What value should be provided?
  • How much should this cost to guarantee optimal value of members?

I will constantly poll you and even consider group meetings to help bring this together. I envision this being a two-month process before we make an official launch.


I’m so excited to get this going in beta, and I’m pumped to have you involved. This is such a big move for my business — I feel it! — and I can’t wait to see where it goes.

This beta opportunity will go away once the community is launched to the public. But if you sign up now, you’ll continue to get that crazy $9/month price as long as you’re a member (without interruption).

If you still need that link to sign up, go here:


This is beta, so there’s no landing page yet. Everything you need to know is in this email.

If this community isn’t for you, that’s perfectly fine. It’s not supposed to be for everyone!

If you have any questions at all, just hit reply.



Phase 1

As mentioned at the top, launching a product may be the most difficult step. That’s Phase 1, and it’s complete.

Over the coming days and weeks, I am going to soak up everything I can from the members of this new community to help determine it’s ultimate direction. I’ve created a survey as the first step to get a better idea of what they want to see covered and how.

Where do we go from here? We’ll see. Maybe the community never gets off the ground, and that’s perfectly fine. I launched in beta, and I can always close it down.

But without taking this plunge, I’d never know for sure. I can’t wait to see where this goes.

Yes, It’s a Closed Beta

I want to clarify that this beta is only available for PHC – Elite members right now. There won’t be any exceptions.

That’s difficult because I know that there are many in my audience that will be a good fit for this and would benefit immensely from this community. I only ask that you remain patient as we iron out the details.

If all goes well, expect an official rollout by July. If you can’t wait that long, join PHC – Elite first!

Your Turn

What are your product launches like? Are they carefully planned or due they erupt in a blaze of inspiration and chaos like mine?

Let me know in the comments below!

The post Entrepreneurs: How I Launched a Membership Community appeared first on Jon Loomer Digital.

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Entrepreneurs: The Importance of Monthly Recurring Revenue Thu, 20 Apr 2017 21:15:21 +0000 The addition of monthly recurring revenue changed my business. Here's an example of how my business evolved, and how you might apply MRR yourself...

The post Entrepreneurs: The Importance of Monthly Recurring Revenue appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

I’ve learned countless lessons since my entrepreneurial journey began in 2011, but one of the most important is this: Monthly recurring revenue is the key to efficiency, stability and sanity.

Let’s take a closer look at what monthly recurring revenue is and how it’s impacted my business…

Monthly Recurring Revenue

The term may be self-explanatory, but I feel I should add some clarity…

The typical product is sold as a one-off transaction. You give a business $100, and they give you the product. The transaction is complete.

If your business utilizes monthly recurring revenue (MRR), the customer enjoys your product or services for as long as they continue to pay. The transaction continues into perpetuity — or until they decide they no longer want to pay.

Your utilities would be an example of this. You’re going to keep paying that fee every month so that you continue to get water and electricity in your home.

This also includes some software and applications. You can use that software for as long as you make monthly payments. The customer will need to cancel in order to stop the transaction.

My Business and Monthly Recurring Revenue

As has been documented many times over on these pages, I had no clue what I was doing when my business (loosely defined as such) began in 2011.

I didn’t collect a penny of revenue from August through October of that first year. I collected pennies, but not much more, for the next five months. I then launched my first product, and my business finally became something that would keep a roof over my family’s head.

Revenue can be broken down into phases for my business:

Phase 1: Consultation fees only (Aug 2011 – Mar 2012)
Phase 2: Consultation fees, static virtual products and affiliate sales (Apr 2012 – Dec 2013)
Phase 3: Static virtual products and affiliate sales (Jan 2014 – Jun 2014)
Phase 4: Static virtual products and memberships (Jul 2014 – Dec 2015)
Phase 5: Real-time virtual products and memberships (Jan 2016 – Present)

During the first two phases, I was focused on finding clients. I also kept my business afloat with affiliate revenue.

Once the third phase began, I decided to begin focusing entirely on my own business — choosing to no longer take on clients.

In the fourth phase, I cut out affiliate sales and started the Power Hitters Club, my first membership.

Now, in my current phase, I’ve become even more efficient. Instead of creating static training courses that become outdated and obsolete, I create real-time training programs that are conducted via webinar. And I can conduct them on nearly a monthly basis, making only minor changes to the content as necessary.

This was a natural progression for me. I’ve always felt that the amount of effort necessary to manage clients was too great, while it took me away from building my own brand. It was inefficient.

But selling virtual products also involved inefficiencies. It wasn’t until I started offering memberships that my business found true stability.

MRR and Memberships

My memberships have evolved since launching in 2014, but I offer two options today…

Power Hitters Club – Elite ($97/month or $873 annually)

  • Private Facebook group community for PHC – Elite members only
  • Weekly, live, 30-minute webinars for PHC – Elite members only
  • Access to all weekly webinar replays with links, video and audio
  • Access to all recorded workshops and 4-week training program replays ($297+ value each)
  • Exclusive access to me

Power Hitters Club – Basic ($29/month)

  • Private Facebook group community for PHC – Basic members only
  • Video recordings of weekly webinars given to PHC – Elite members

I started with PHC – Elite for the first two years, and then I launched PHC – Basic to satisfy those looking for a lower-priced alternative.

Today, I have about 1,000 total members.

MRR and Impact on Revenue

Here’s a chart showing average monthly revenue growth over six-month periods since my business began (the first and final periods being incomplete).

Average Monthly Revenue

My business was profitable by the end of 2012. In this case, I define profitable as bringing in about the same income I did while working for the man.

Monthly revenue continued to grow for the next couple of years. I launched the Power Hitters Club (my monthly membership) near the end of June in 2014. Average monthly revenue has never dropped below that point since, and I’ve been having a record breaking 2017.

Thanks to my membership, I had a foundation of predictable revenue every month. I would bring in new members and some members would cancel. But from that point forward, I could assign reasonable expectations for monthly revenue, regardless of effort.

MRR and Impact on Effort

And effort was the key change here.

Looking at my chart, you could argue that MRR didn’t necessarily improve my revenue. It was already trending upward when I made the change. And in fact, revenue growth slowed through the first half of 2016.

But if you look only at revenue, you are neglecting primary goals of this business: I want to spend more time with my family.

That is precisely what happened. The first half of 2016 was a drop from the second half of 2015. It was about even with the first half of 2014. But the difference was huge: baseball.

I started a travel baseball team for my middle son. It was like starting a new business. I spent an insane amount of time — and still do — as a baseball coach.

Prior to the launch of my membership product, I needed to churn out a new product every three to six months. It’s the only way I could keep revenue coming in.

The reason is simple: Previously, my products were static. A training course consisted of modules of recorded videos and articles. These training courses would quickly become outdated and obsolete as Facebook made changes to their own product. So I’d need to either make updates to the current product or churn out a new one.

I churned out new products because that was the better revenue model. I wasn’t going to sell a $150 product that I’d update forever. You’d buy it as is, and eventually I’d need to create a new product.

So that meant lots of effort. Late nights. Weekends. All of the stuff that I hate. All of the stuff that kept me locked away and off of the baseball field with my kids.

So beginning in 2016, everything I sell is either a membership (monthly recurring revenue) or a real-time training. No more polishing videos and articles. No more outdated and obsolete products.

As a result, revenue may have been flat to start 2016, but I was infinitely more productive than the previous year.

MRR and Impact on Promotion

There was another problem with my prior model of having to regularly churn out a new product: I had to regularly run promotions for the latest product.


The static training course product would get a high volume of sales at launch. But after that, the only way to maintain revenue levels from month-to-month was to offer discounts or create a new product.

Under my current model, there’s far less push. I come out with a new product on occasion, but I no longer offer discounts. I don’t need to offer discounts. I know that I have monthly recurring revenue to rely on.

Today, membership and MRR make the foundation of my income. Any real-time training sold is a cherry on top. So there’s no longer the internal pressure to find a way to sell more this month.

There’s less promotional fatigue for me, but there’s also less promotional fatigue for my audience. I can start to sell the way that makes me most comfortable again — soft sell. I’ll tell you about my 4-week training program. If you click the link, you fall into the funnel where I send you reminders. If you don’t click, no fatigue.

MRR and Impact on Lifestyle

It’s huge. MRR has changed my life.

We all dream of being more efficient. We yearn to do only the things we really want to do. We cherish our evenings, weekends and holidays. I still work hard, but not absurdly so. I don’t regret what I do while neglecting my family and personal priorities.

Ultimately, MRR isn’t about how much money it’s made me. There are plenty of ways I could have made a bunch of money — even much more. But that’s never been my goal.

It’s about allowing me to enjoy the freedom that comes along with it when executed properly.

MRR and Your Business

You may be stuck in that same hamster wheel that I was in a few years ago, constantly churning out a new product to keep revenue coming in. Consider an MRR model.

What membership could you create? What is the community you could serve? Why would it be valuable? How much would members be willing to pay?

Or maybe you could apply monthly recurring revenue instead to software or a mobile application. Or maybe even a service. What would it look like?

Your Turn

I’d love to hear your experiences with monthly recurring revenue.

Let me know in the comments below!

The post Entrepreneurs: The Importance of Monthly Recurring Revenue appeared first on Jon Loomer Digital.

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How to Create Call-to-Action Units for Facebook Instant Articles Thu, 13 Apr 2017 04:51:22 +0000 Facebook is now allowing publishers to add call-to-action units to collect email addresses and page likes from Instant Articles. Here's how to do it...

The post How to Create Call-to-Action Units for Facebook Instant Articles appeared first on Jon Loomer Digital.

Let’s be honest: Facebook makes a ton of freaking updates. Some are more exciting than others. But my excitement level is high for the launch of call-to-action units for Facebook Instant Articles.

If you aren’t familiar with Instant Articles, they provide a Facebook-hosted, instant loading option for users viewing on mobile. This is great for users, who don’t need to wait for the website to load. It’s also great for Facebook, who keeps the user within their app.

Facebook Instant Articles

The response to Instant Articles from publishers has been mixed, to put it kindly. By creating Instant Articles, the publisher is handing over control. While they can make the experience look and feel somewhat like their own website, it’s not actually their own website. Facebook is getting the traffic.

I’ve come to embrace this since it means a better experience for the user — and, ultimately, more people reading my blog posts (even if they aren’t technically on my website). It means fewer people abandoning after a slower load from mobile, so there’s more potential to hook someone.

But I do understand why the bigger publisher may not have been so excited about Instant Articles. They likely already had a fast loading and optimized mobile website. They lost the ability to add pop-ups and forms to collect email addresses.

But then Facebook created call-to-action units…

What Are Call-to-Action Units?

If you’ve been clicking Instant Articles from the bigger publishers lately, you likely already saw this in a test. Call-to-action units allow publishers to inject forms into their Instant Articles. There are currently two different call-to-action units available…

Email Sign-up: Collect an email address from readers. Use this to register for a newsletter or ebook, for example.

Email Signup Call-to-Action Unit Instant Articles

Page Like: Get more likes to your Facebook page.

Page Like Call-to-Action Unit for Instant Articles

How to Create Call-to-Action Units

The menu for Instant Articles is within your page Publishing Tools. Call-to-Action Units have been added to the bottom of that menu.

Facebook Instant Articles Call-to-Action Units

Click either button to create your first call-to-action unit.

Facebook Instant Articles Call-to-Action Units

You’ll have the option (for now) of either newsletter sign-ups or page likes.

Facebook Instant Articles Call-to-Action Units

Here’s what the process looks like for creating a newsletter call-to-action unit…

Facebook Instant Articles Call-to-Action Units

You’ll need to provide the following information:

  • Unit Name: For you only (this won’t be shared with users)
  • Headline: The line in bold at the top
  • Body Text: The text appearing below the headline
  • Privacy Policy: Link to your website’s privacy policy
  • Confirmation Message: Message displayed to users after submitting
  • Background Color: Base color of the unit
  • Font Color: Self explanatory
  • Logo: Select from your logos that were previously uploaded into the Instant Articles styles tool

The logo options are actually the names of styles that you created for your Instant Articles. If you want to update or add more logo options, go to “Configuration” under Instant Articles and expand “Styles.”

Facebook Instant Articles Call-to-Action Units

When you add a style, you’ll have an option to upload a logo.

Facebook Instant Articles Call-to-Action Units

The page likes call-to-action unit is very simple. Simply name it…

Facebook Instant Articles Call-to-Action Units

Now you’ll see the call-to-action units you’ve created within your Instant Articles menu.

Facebook Instant Articles Call-to-Action Units

These units are automatically activated, but you can choose to either edit or turn them off. Note that they will only be active in all Instant Articles published in the future.

What You Need to Know

There are a few things about these call-to-action units that you need to know…

1. Only one unit per type. If you want to create two different email call-to-action units, too bad (at least for now). You’ll need to either edit or delete the one you’ve been using.

2. Users can select from multiple email addresses on their profile. I have three email addresses attached to my Facebook profile, so when I subscribe, I can choose from those three email address options.

3. Email address only. You can’t ask for first name, last name or any other information (again, at least for now). This is a little frustrating for publishers who need additional information. And it makes it mostly worthless for webinar registrations.

4. Unit only appears when it’s relevant. Once I tested this form on one of my Instant Articles, it no longer appeared again. And since I already like my own Facebook page, that unit didn’t appear either. Facebook hasn’t confirmed this behavior, but that’s how this appears to work.

5. Placement control? I didn’t see anything in Facebook’s developer documentation on call-to-action units about how to control where these units appear within your Instant Articles. It’s tough for me to tell as an admin if more than one can appear (page likes and email) since I probably shouldn’t see the page likes unit in the first place. But I can tell you that the email unit appeared at the very end of my article.

6. No native CRM integration. Yep, just like Facebook lead ad forms. Facebook generates a CSV file with all of the email addresses collected. That’s a major annoyance for publishers — and for users, who may expect to hear from you immediately.

How to Sync Leads for CTA Units

The good news is that leads generated from these call-to-action units use the same API as Facebook lead ad forms. So if you use a third party integration to sync leads from lead ad forms to your CRM, you’re in luck.

I currently use Zapier (nope, not an affiliate link) for this.

When you create a Zap, you’ll want to select Facebook Lead Ads as your trigger.

Facebook Instant Articles Call-to-Action Units

And after selecting your page, you should find your call-to-action unit within the list of lead ad forms.

Facebook Instant Articles Call-to-Action Units

To get a full tutorial on this, check out my post on syncing leads from lead ad forms to your CRM.

Of course, you don’t need to use Zapier for this. There are countless other tools that should help with this automation as well. But I use Zapier for lots of automation (not just lead syncing), so it’s a valuable tool.

View Call-to-Action Unit Insights

Want to view metrics on how these units are performing? The final column within the list of units you’ve created is for Insights.

Facebook Instant Articles Call-to-Action Units

Click “View” to see these stats. You can also find this info in Insights under a new menu item, “Instant Articles CTAs.”

Facebook Instant Articles Call-to-Action Units

You’ll get access to the following information for each unit type…

Email Newsletter Insights

  • Sign-ups
  • Gender and Age
  • Location

Page Like Insights

  • Page Likes
  • Gender and Age
  • Location

CTA Units Being Tested

There are only two unit types now, but Facebook is testing at least two more.

From Facebook:

  • Testing Free Trial call-to-action unit: We are currently testing a quick and easy way for people to sign up for a free trial to a publisher’s digital subscription through Instant Articles with a small group of publishers.
  • Testing Mobile App Install call-to-action unit: Many partners have asked for a way to drive adoption for their mobile apps. So, this week, we officially launched an alpha test of a new Mobile App Install call-to-action unit with a handful of partners.

Lots of good stuff coming. Stay tuned!

Your Turn

Have you started testing call-to-action units for Instant Articles yet? What do you think?

Let me know in the comments below!

The post How to Create Call-to-Action Units for Facebook Instant Articles appeared first on Jon Loomer Digital.

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Facebook for WooCommerce: Pixel and Dynamic Ads Integration Wed, 12 Apr 2017 04:52:02 +0000 The Facebook for WooCommerce extension simplifies the addition of the pixel and creation of product feeds for dynamic ads. Here are the integration details.

The post Facebook for WooCommerce: Pixel and Dynamic Ads Integration appeared first on Jon Loomer Digital.

Advertisers can do some amazing things with Facebook ads, largely thanks to the Facebook pixel. The problem for many e-commerce brands, however, is that utilizing the “good stuff” has required some technical dirty work that often confuses and intimidates those without technical resources.

Thanks to a new integration with WooCommerce that started rolling out on Tuesday, this suddenly becomes much easier to do for many e-commerce brands.

The Pixel, Audiences, Product Feeds and Dynamic Ads

First, understand how important it is that e-commerce websites take advantage of the Facebook pixel and all it can offer. A quick refresher…

The Facebook Pixel: The pixel is a single snippet of code unique to your ad account that you would add to every page of your website.

Facebook Pixel

There are many different ways to add that pixel, depending upon how your website is set up.

Audiences: Once the pixel is added to your website, you can create many different Website Custom Audiences for Facebook ad targeting.

Facebook Time on Website Custom Audiences

Create audiences of people who visited a specific page or visited more often, for example. Then create ads that are hyper-targeted based on that behavior.

Events: In the case of an e-commerce site, you can also create events based on a user’s specific behavior. For example, custom code added with the pixel on certain pages will signify a standard event (add to cart, registration or purchase, for example) or custom event.

You can also create audiences based on those events

Website Custom Audience Advanced Mode Events

Product Feeds: E-commerce websites using the Facebook pixel can also generate product feeds that can be used in dynamic ads and collections ads.

Facebook Ads Collection Adidas

Once Facebook has a feed of products from your website, you can populate ads dynamically with product name, price, description, image and more from that feed.

The Problem

This all sounds great, but the problem has been the technical expertise needed to execute all of these things. Simply getting the pixel added in the first place can be a chore for those who aren’t technical. But customizing with events and generating a product feed add a whole new level of complexity that most aren’t willing or able to take on.

Facebook provided integrations for Magento, Shopify, BigCommerce and Segment in the past. And now that integration is also available for business websites using WooCommerce.

Facebook for WooCommerce Extension

That problem is solved, thanks to the Facebook for WooCommerce extension.

When setting up your pixel, you have the option of copy and paste or integration.

Facebook Pixel

After this roll-out, there will now be six different integration options (Shopify, WooCommerce, Google Tag Manager, Magento, BigCommerce, and Segment).

Facebook for WooCommerce Integration

If you use WooCommerce, you will need the Facebook for WooCommerce extension to implement this integration.

Once that extension is installed and activated, you’ll have access to this new dashboard…

Facebook for WooCommerce Extension

First, select the Facebook page that will be related to this website.

Facebook for WooCommerce

Then select your Facebook pixel, and Facebook will automatically add it to every page of your website. The proper events will also be added.

Facebook for WooCommerce

Facebook also auto-generates your product feed for you based on the products you created within your WooCommere set-up. Facebook will tell you how many products you have in your inventory.

Facebook for WooCommerce

Once you click “Finish,” your feed will be available for Facebook ads — notably for dynamic ads and collections.

Facebook for WooCommerce

That’s it!

Your Turn

Thanks to this update, “more than half of all e-commerce sites on the internet can use Facebook’s most advanced ad products without having to know code,” according to Andrew Biggs, direct response product marketing manager at Facebook.

Do you sell products on your website via WooCommerce? How much does this integration help you?

Let me know in the comments below!

The post Facebook for WooCommerce: Pixel and Dynamic Ads Integration appeared first on Jon Loomer Digital.

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Entrepreneurs: Life’s Too Short Fri, 07 Apr 2017 20:55:09 +0000 As entrepreneurs, we risk wasting hours, days and weeks of our lives working for a better day. We all, inevitably, get reminded of the importance of today.

The post Entrepreneurs: Life’s Too Short appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

They say you should hustle. They brag about working all hours of the day and night, about slaving away on weekends and not recognizing holidays. Overworking is seen as a badge of honor, as something that should be revered.

Life’s too short for that mess…

Entrepreneurship can easily become a game, if you’ll let it. You’re always watching the Joneses, trying to keep up and do what they do. They brag of their riches, accomplishments and beachside views. Jealousy and envy bring out the worst in you.

Life’s too freaking short for that…

The minute you celebrate this month’s record-breaking results, they are no longer good enough. You’re on to do better next month. And then next month. You’re never satisfied, and feel the pressure of doing more and more.

Life’s too short not to enjoy it…

You realize that no matter how well you do, there are bills to be paid and problems to solve. Whether you’re putting in the extra hours to keep the electricity on or pay for that new car, the anxiety of providing more will overwhelm you.

Life’s too short to allow it…

You work those extra hours while your kids play outside. You seclude yourself in your entrepreneurial dungeon while your spouse watches your shows alone. You do all of this, you think, to create a better day. A day you aren’t guaranteed will come.

Life’s too damn short…

We took our youngest son out of school on Wednesday. Drove him a few towns over, dressed in our best. Taps played and guns blared. We celebrated a man’s life taken far too soon. A father and husband. A man my age.

During the service, words spoken of the impact of his life focused on the little things. His guitar and favorite songs. How he spent endless hours with his son, coaching him and watching him grow. How he cared for and shared life with his wife. About how he helped others. About how he made you feel when you were around him.

There was no mention of educational honors or personal accomplishments, though he was an accomplished man. We don’t know how much money he made or how many things he accumulated.

And that’s what struck me that day. It’s so easy for us as entrepreneurs to get wrapped up in the things that don’t matter that we neglect the things that do. We forget what we’d regret, all with an assumption of another day that may never come.

Life is short, I know it’s cliché. It’s nothing you haven’t heard before. And we’ve all had our own personal experiences that remind us of this from time to time. That is inevitable.

For me, it’s a reminder of not only what is important and the urgency of making those things a priority; but also that I live the life that I can be proud of. One that leaves a mark, even quietly, that makes a difference. A life where those I love and may leave behind will smile when thinking of the good memories we created together.

It’s a good reminder, though I know there’s danger of sounding preachy. Live a life where your core values guide your business, your relationships and all that you do. No regrets. No wasted time on low priority nonsense that won’t enhance your life or the life of others. Do not compromise what is important while milking every last minute you have, as morbid — though real — as that may seem.

It doesn’t mean that we should neglect tomorrow and fail to plan. It’s always good to have a long-term life strategy. But my new goal is to make tomorrow important but today and now the highest possible priority.

Life’s too short to do otherwise.

The post Entrepreneurs: Life’s Too Short appeared first on Jon Loomer Digital.

]]> 23
How to Create a Facebook Ad Collection Thu, 06 Apr 2017 05:25:34 +0000 Collections are a powerful new Facebook ad format for e-commerce brands. Here's background on what they are and how you can set them up today...

The post How to Create a Facebook Ad Collection appeared first on Jon Loomer Digital.

Facebook quietly unveiled a new ad unit that is sure to make e-commerce brands happy: Collection.

The ad unit itself looks amazing, and it’s great for engagement. Setting it up isn’t necessarily easy, however. Let’s jump into everything you need to know about the Facebook ad collection…

What is a Collection?

Facebook Ads Collection Adidas

A collection is a new Facebook ad format for mobile devices only that features a video, slideshow or image above a group (or “collection”) of linked product images.

Clicking one of the images leads to an instantly loaded user experience (similar to Canvas), highlighting up to 50 products. If a product is clicked on from there, the user will be redirected to that particular product page on the brand website or application.

This Facebook ad format is ideal for e-commerce companies, particularly those already taking advantage of dynamic ads.

Create a Product Catalog and Feed

If you want to create a collection, you first need to create a product catalog. This includes a static file or dynamic feed of the products that you sell.

To create a product catalog, go to your Business Manager settings and select Product Catalogs on the left-hand side.

Facebook Product Catalog

Click “Add New Product Catalogs” at the far right and select “Create a New Product Catalog.”

Facebook Product Catalog

Name your product catalog, select the type (probably “Products”) and click “Create Product Catalog.”

Facebook Product Catalog

Add people who can access your product catalog, if necessary (otherwise, skip it). Then select the pixel(s) that will fire (if any) on the pages where these products can be purchased.

Facebook Product Catalog

If you’re running dynamic ads (or plan to), selecting the pixel would be necessary. If you will only be uploading a static file, you can skip this part, too.

With that catalog selected on the left, you’ll want to click “Add Product Feed” at the far right.

Facebook Product Catalog

Name your product feed and select whether there will be scheduled recurring uploads (you’ll need to provide Facebook with login credentials to access it) or a single upload. For simplicity’s sake, I’m going to do the single upload.

Facebook Product Catalog

You’ll then want to upload your product feed in CSV, TSV, RSS XML or ATOM XML format.

Facebook Product Catalog

I’ve linked to sample feeds above for reference.

Following are the required fields in your feed:

  • id
  • availability
  • condition
  • description
  • image_link
  • link
  • title
  • price
  • gtin, mpn, or brand

GTIN (Global Trade Item Number) can include UPC, EAN, JAN, and ISBN. An MPN would be the number which uniquely identifies a product to its manufacturer. Or simply indicate the brand.

There are other optional fields that you can use as well, but I won’t go into all of that in this post. Feel free to investigate it here.

Let’s step back for a moment. Why are we providing this?

Consider it the details Facebook needs to showcase products in your collection. What type of info do you need to do this? That would be the product name (title), description, condition, availability, image link, link to the product and price.

You may want your images for this feed to be square (preferably 1200 x 1200 pixels). I know that’s frustrating given we want our images to otherwise be 1200 x 628 (1.91:1 aspect ratio), but when using product feeds and carousels, the product images are square.

Note that your feed will need to include at least eight products to be used in our collection.

Got it? Let’s move on…

Create a Collection

Now that you’ve created a product catalog and feed, you’re ready to create your first collection!

From Power Editor or Ads Manager, you’ll want to use either the Conversions or Traffic objectives. We’ll go with Conversions.

Facebook Ad Collection

Collections only work on mobile (for now, at least), so make sure to select Facebook feeds and mobile under placements at the ad set level.

Facebook Ad Collection

All other settings at the ad set level are up to you.

At the ad level, select the “Collection” format option. It is the final option after Canvas, assuming you have it (it’s a roll-out!).

Facebook Ad Collection

Add an image, video or slideshow. This is what will appear above the products — it’s ultimately what is featured in your ad.

Facebook Ad Collection

For images, Facebook recommends a 1.91:1 aspect ratio and 1200 x 628 pixels (as always). For videos, Facebook suggests 1:1 or 16:9 aspect ratios.

Next, you’ll want to select your Facebook page and enter a headline and text for your ad.

Facebook Ad Collection

Nothing will appear in your preview yet because you still haven’t selected your product set.

Earlier, we created a product catalog and product feed. You may also have created product sets (splitting up your feed by category, for example). If not, you can still do that here.

Facebook Ad Collection

Select the product catalog we created previously. If you already have a product set, great. Select that. Otherwise, click the “+” button.

Facebook Ad Collection

Name your product set, and then determine how you’re going to isolate these products. You can choose from the following:

  • Category
  • Product Type
  • Brand
  • Price
  • Current Price
  • Product
  • Retailer Group ID
  • Gender
  • Condition
  • Size
  • Age Group
  • Color
  • Material
  • Pattern
  • Custom Label
  • Availability

These are all potential fields (not all were required) that you could include in your feed. Imagine your feed contains thousands of products across many different categories, and you want to focus this ad on one category only.

If everything is set up properly, the preview will appear on the right.

Facebook Ad Collection

You can change which four products from your product set are featured in the four square thumbnails by clicking “Change.”

Facebook Ad Collection

Select the four products you’d prefer to feature and click “Confirm.”

Finally, make sure that you’re tracking all conversions from your pixel.

Facebook Ad Collection

That’s it!

The Rollout

Like every other new Facebook feature, these things tend to roll out slowly. It began rolling out on March 23, though it’s unclear if that rollout is complete — and if not, when it will be complete.

How You Might Use Collection

If you are an e-commerce brand (or managing ads for an e-commerce brand), this is perfect for you. And if you were already running dynamic ads, setting these up will be a piece of cake.

While it may take more work for everyone else, there’s reason to put in that extra effort…

Previously, I’ve been hesitant to use video to sell. Why? Because the video itself is the star, and people may watch the video without clicking a link. If I want to sell something, I share a link (or use a carousel).

But a collection tells a story. Use a video to draw attention at the top and get initial engagement. Then the user sees the related products right below and clicks.

As long as you are selling at least eight products, there is value in this. And technically, you don’t need to use products. You could have free opt-ins as well.

Your Turn

Have you started experimenting with collections yet? What do you think?

Let me know in the comments below!

The post How to Create a Facebook Ad Collection appeared first on Jon Loomer Digital.

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Entrepreneurs: Be Different Fri, 31 Mar 2017 19:36:24 +0000 If you're struggling as an entrepreneur, start here: Be different. Be brave enough to be yourself, take a stand and create something you'll be proud of.

The post Entrepreneurs: Be Different appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

As I pause to look back at more than five years on my own as an entrepreneur, I’m struck by how clear things appear now. How naive I once was.

It’s not that I know it all now, by any means. Far from that. But as I reflect, there are common themes to how and why my business took off — and why others do as well.

Being “different” is ultimately about listening to your conscience. It’s about being brave enough to be yourself. It’s about being willing to do something in a particular way, even if it’s always been done another way.

Understand that a portion of this relates specifically to my niche, social entrepreneurship or info marketing. I honestly have no idea what it’s called, but the type of business that relies on content, digital products and online memberships.

No matter what your field, much of this should remain applicable. Here are the seven primary reasons I’ve been able to find success while having no experience starting a business.


People are looking for answers. Whether it’s free content, a subscription or a paid product, your ability to teach can be the source of your success.

My most popular blog posts are those that detail how to do something. The most successful posts are those that break down complicated problems in a basic way.

When you teach with content, try to think of it from the most basic perspective. What does your audience already know? What do they need to know? What might be a source of confusion? How can this be simplified?

If you are looking to start a similar business based on teaching and education, I’d recommend the following approach…

First, create a list of every possible question a potential reader or customer may have about your topic.

Second, group those questions into categories of subject matter.

Every single one of those questions is a potential blog post.

The categories with a moderate number of questions within them are potential ebooks, webinars or video series.

The categories with the greatest number of questions within them are potential training programs.

This should be a dynamic list that is constantly growing and being updated. But it’s your future content plan.

Don’t Hold Back

One of the first questions I get when talking about planning out content like I do above is, “But what about crossover between free content and paid? Should I hold back?”

My answer: Absolutely not. Do not hold back. Provide so much free content that people are overwhelmed with the value and amazed that you don’t charge for it.

Technically, someone may be able to find nearly everything I cover within free webinars and even paid training programs within these pages. But that content is everywhere, scattered about.

A webinar or ebook brings it all together within one simplified, easy-to-follow guide. Particularly in the case of a single webinar, it may also be condensed and more top-level.

A training program provides structure to solving a problem. I write about the Facebook pixel throughout these pages. But if you want to master it, you may struggle to find the answers you need. My 4-week training program on the Facebook pixel exhausts everything you need to know about that topic in four step-by-step lessons.

Understand that I’m not duplicating content from a blog post to a free webinar or to a training program. I take different angles and a fresh approach in each case.

But the main thing is that I never write content, feeling that I can’t go deeper in fear that it’s something I may cover within a webinar or paid product.

Share Experiments and Results

Teach first. But I’ve found I get the most positive response when I share my own experiments and results.

Because teaching isn’t just about telling people how to do something. It’s telling them how you do it, and the kinds of results that you’ve seen.

I often like to share exactly how I create something and the results I get — sometimes good and sometimes bad. Don’t feel the need to cherry pick your results, focusing only on the good. Lessons are also learned when something doesn’t work the way you think it should.

Be Real

We’ve heard it over and over, particularly in the new socialized world of business: Be human. Be authentic. Be real.

It may be cliche at this point, but dammit… It’s true.

Granted, that “realness” may be more important for some businesses than others. But people appreciate when there are other people on the other end.

I often see businesses or websites built around a logo, lacking any human touch. No names or faces or stories. This impacts the ability to make a connection with that brand, and it also impacts trust.

Beyond having a personality in your writing, this is also where video, audio (podcasts) and webinars can help. They give your brand a heartbeat.

Take a Stand

I’ll often hear people recommend being controversial because it attracts attention. That’s contrived.

Don’t be controversial for the sake of being controversial. But feel free to take a stand when you feel your opinion isn’t the dominant voice.

Particularly in this info marketing world, I’m continuously confronted with strategies that make me feel uncomfortable. They are strategies that have long been recommended and implemented.

Just know that while the voice of opposition is quiet, that doesn’t mean you lack support. So many people feel just like you, but they aren’t confident enough to say anything. Because they, too, feel alone.

I don’t write rants quite as often as I once did, but those posts where the scariest to publish. I’d hesitate, fearing the potential backlash. Instead, I received personal thank you messages from those who have been wanting to say the same thing.

By taking a stand, you separate yourself from the rest. You begin to formulate a voice that may draw in potential customers.

Fill a Void

What is no one talking about?

What answers are difficult to find?

What solution to a problem doesn’t currently exist?

What resource is missing?

What content, product or service can you provide that isn’t currently available in the way that you can provide?

Think about ways that you can make the world better.

Be Different

All of this ultimately leads us here…

This was the most difficult for me when I got started more than five years ago. All I wanted to know was how others were doing it. How did they use their websites? What theme did they use? How did they title blog posts? What did they write about? How did they build their email list? What did they share on social media?

When I took that approach, I looked and sounded like everyone else. I blended into the background. Nothing I did was noticed.

Stop doing this. It’s okay to have inspiration. But don’t follow every step that someone else has already taken.

Don’t make your website look just like mine. Don’t use templates to make your landing pages look like 1,000 others. Don’t create the same, recycled, crappy blog titles that we’ve seen over and over again.

You will never emerge from the crowd if you don’t take risks. You will never separate yourself by looking and sounding like everyone else.

Be your imperfect self. Stand up for what you believe in. Write the way you think and talk, not the way others do.

Be unique, not because you’re intentionally being different, but because you’re not afraid to be yourself.

Build your business into something you’ll be proud of. Not a “start your own business in 30 days” template.

Your Turn

What else would you add here?

Let me know in the comments below!

Free Webinar for Entrepreneurs

I host a free webinar for entrepreneurs that focuses on lessons I learned while starting my business. You can learn more about the details of the webinar here, or simply register below…

The post Entrepreneurs: Be Different appeared first on Jon Loomer Digital.

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How to Create a Basic Evergreen Facebook Ad Campaign Thu, 30 Mar 2017 17:38:12 +0000 Create a basic evergreen Facebook ad campaign to limit waste and enjoy consistent results for months at a time. Here's how you can create your own...

The post How to Create a Basic Evergreen Facebook Ad Campaign appeared first on Jon Loomer Digital.

One of the primary struggles Facebook advertisers face is ad fatigue. They’ll run a campaign that works great for a while, but then it suddenly stops working. The evergreen Facebook ad campaign is a technique that can help.

I first wrote about this process more than a year ago. It has been a significant source of questions since, and I thought it would be a good time to take a second look.

The post I wrote and subsequent experiment that I ran were admittedly complicated. The test campaign consisted of a series of eight ads over a period of 32 days. The truth is that this level of complexity isn’t necessary to successfully run an evergreen campaign.

So the purpose of today’s post is to provide the steps you can follow to create the most basic evergreen campaign. From there, you can feel free to add more complexity if you choose.

The Need for Evergreen Facebook Ad Campaigns

One of the primary reasons your campaign stops performing at a high level is that you continuously reach the same people over time. Those who convert are no longer targeted (or you keep targeting those who convert, which is bad). Facebook begins showing your ad to people less likely to convert. Those who don’t convert keep seeing your ad, and it eventually becomes white noise.

Engagement level will tend to go down. The number of reports of negative feedback will tend to go up. Costs to reach people (CPM) will also begin to surge. Eventually, that campaign will no longer be profitable.

In theory, a campaign that is working today should continue to work for months at a time if…

  1. The promotion maintains value
  2. The targeted audience maintains high quality
  3. The targeted audience remains continuously fresh

While all three of these things are important, the impetus of the evergreen Facebook ad campaign is the third: Keeping your audience continuously fresh.

That’s the challenge. But we can win that challenge thanks to Custom Audiences that use durations.

Define Your Basic Funnel

Before we get started, we need to define a basic funnel that we’ll be working with. There are two primary things that we need to isolate:

  1. Campaign Trigger (usually an opt-in)
  2. Campaign Goal (usually a purchase)

These two things should be related. Those who perform the first action should be a natural fit for the second.

An example would be a free webinar about Facebook ad success as the trigger and sign-ups for a related Facebook ads training program as the campaign goal.

Define Your Trigger

Once you’ve defined your basic funnel, now it’s time to isolate those people who perform your trigger action. Trigger actions have these characteristics:

  • The action will only be performed once
  • The time of the action can be isolated with Custom Audience durations

I wrote a blog post that provided examples of evergreen campaign triggers. But the most common would be a registration of some kind.

Understand that some level of volume is required for this to work. If you have only five people performing your trigger action per day, your campaign may never run.

Some examples of campaign triggers:

  • Purchased a related product
  • Registered for something
  • Engaged with a specific Facebook video, canvas or blog post

Clearly, there will be less potential for volume with the first than the second, and with the second than the third. But the quality of the audience will also be higher with the top two. If you can, use a registration as your trigger.

Create a Custom Audience for Your Trigger

To assure you have some volume coming in on your trigger action, I recommend that you run a second campaign promoting it. How you run that campaign is up to you (and starts to make this post more complicated than is necessary), but I’d always recommend targeting a warm audience like website visitors.

The primary thing we are looking to do here is to target an audience of people who performed your trigger action during a recent period of time. For simplicity’s sake, we’ll say during the past 10 days. But you can adjust that time period based on volume, ad spend and other factors.

Going back to our possibilities for a trigger, let’s look at what custom audience(s) you’ll need to create.

Trigger #1: Purchased a Related Product

In this case, the only way we can create an audience of people who purchased a related product while utilizing durations is with Website Custom Audiences. We’d want to create an audience of those who hit the thank you page after purchasing that product during the past 10 days.

Facebook Website Custom Audience Purchase

If you don’t have a unique thank you page for each product, you’ll need to use other methods for generating that audience. Most people won’t be using this trigger due to volume, so I won’t focus on it here.

Trigger #2: Registered for Something

This would be ideal for most advertisers, assuming you can get the volume. If you can get at least 10-20 registrants per day, it will work as your trigger.

There are two main ways you can create an audience of people who registered for something during the past 10 days. The first is with a Website Custom Audience of the thank you page…

Facebook Website Custom Audience Registration

If you use lead ads, you’ll need to also create a custom audience for those who registered via that method during the past 10 days…

Facebook Lead Form Custom Audience Registered

Trigger #3: Engaged With a Specific Facebook Video, Canvas or Blog Post

While this option tends to provide more volume (it’s easier to drive traffic or engagement for a low price to build these audiences), they can also be tricky in the case of an evergreen campaign. Recall that the trigger needs to be something that someone will do only once. So if you’re promoting a video, canvas or blog post, you have to make sure that they don’t perform that same action a second time (otherwise, the campaign will restart for that person).

First, let’s create a custom audience for the engagement action.

The trigger action could be someone viewing a video. In that case, I’d recommend creating an audience of anyone who watched at least 50% of the video. But that would depend on the length of the video.

Facebook Video View Custom Audience

If you’ve experimented with Facebook Canvas, engagement with a specific Canvas could also be your trigger.

Facebook Canvas Custom Audience

You could also create an audience of anyone who read a particular blog post. To make sure people don’t read it multiple times (and restart your campaign), you may want to use a hidden page. Another option would be UTM codes when promoting that post and creating the audience.

Facebook Website Custom Audience Blog Post UTM

IMPORTANT: If you are running a separate campaign to promote one of these three triggers, make sure you exclude anyone who already performed that action from that campaign’s targeting. Otherwise, they could perform that action a second time, restarting the evergreen campaign.

Evergreen Campaign: Objective

Now you’re ready to create your evergreen campaign. When I first wrote about this more than a year ago, I suggested using Conversions or Traffic objectives. Either continue to be fine, assuming you use Daily Unique Reach bidding at the ad set level.

But a new option that came along since then is something I now prefer: Reach.

Facebook Reach Campaign Objective

The reasoning for my preference will be clearer at the ad set level.

Evergreen Campaign: Targeting

Now we finally put that trigger audience we created above to good use.

Evergreen Facebook Campaign Targeting

If you are using a registration as your trigger and you also used lead ads, make sure to target audiences of people who registered on your website and those who registered via lead ads during the past 10 days.

Notice that I’m also excluding anyone who already purchased the product that I’m promoting (my Campaign Goal defined earlier). There’s no reason to continue targeting them in this campaign if they’ve already performed that action.

When using these custom audiences, also make sure that you remove all geographic targeting or use the “Worldwide” option.

Evergreen Facebook Campaign Targeting Location

That assumes, of course, that location doesn’t matter. For me, I don’t care where someone lives as long as they performed the trigger action. But if you only sell to people in certain countries, you’d obviously need to consider that filtering.

Evergreen Campaign: Bidding

Keep in mind that we don’t want Facebook to optimize in this case. Optimizing would mean showing your ad only to people who are most likey to perform your desired action. Well, they already performed the trigger action, so we know that we want to target them.

If you’re using the Conversions or Traffic objectives, use Daily Unique Reach bidding, as instructed in my original blog post on evergreen campaigns.

Evergreen Facebook Campaign Daily Unique Reach

With Daily Unique Reach bidding, Facebook will show it to as many people within your audience as possible, but no more than once per day.

It’s up to you whether you use automatic or manual bidding here. In my original post, I recommended a high manual bid to reach as many people as possible. But that can also drive costs up. Experiment!

If you’re using the Reach objective, you’ll want to optimize for Reach and set a Frequency Cap.

Evergreen Facebook Campaign Reach

Similar to Daily Unique Reach, your ad will be shown to as many people within your audience as possible, but no more than once per number of days set by the Frequency Cap.

This is where I prefer the Reach objective. It provides options for how often you want to reach people.

Once again, test to determine whether automatic or manual bidding are necessary. If you aren’t getting distribution using automatic, you may need to set a high manual bid.

Evergreen Campaign: Placement

Since we’re showing these ads to as many people within our small audience as possible, but typically no more than once per day or so, we’ll want to be smart about our placement. Why? While right-hand column can be effective, I wouldn’t want to waste my one daily impression there.

Evergreen Facebook Campaign Placement

It’s up to you whether you use Instagram or Instant Articles placement, but the safe bet is using Facebook feeds only.

Evergreen Campaign: Budget

I’m not going to tell you what to set as a budget here, but just know that if the audience being tageted is small, you’re going to spend very small amounts of money per day. I often spend only $1 or $2 per day, depending on the evergreen campaign.

Remember, though, that we’ve capped daily impressions with Daily Unique Reach or Reach bidding. In either case, the most you’ll reach a single person is once per day.

As a result, you can set your budget high, and it won’t matter. There’s a limit to the number of impressions you can get — Facebook won’t be able to waste money with high frequency.

Evergreen Campaign: Recap

Minus some customization that differ from case to case (budget, schedule, ad copy and imagery), that’s pretty much it! But if it doesn’t make sense, here’s what we just did…

  1. Promoted a trigger action that a user will only perform once
  2. Created an audience of people who performed that action during the past 10 days
  3. Created an evergreen campaign targeting those who performed that trigger action, promoting a related product

So once someone registers for your trigger offer, for example, they’ll automatically be added to the 10-day Website Custom Audience. They will then be targeted in your evergreen campaign promoting the related product. If they don’t buy that product within 10 days, they’ll fall out of that campaign.

The result: You’ll constantly promote a relevant product to a small audience of people who recently registered for something related, and you’ll reach them for no more than 10 days. The campaign’s target will consistently be fresh, and you won’t bombard people with an offer for weeks or months at a time.

Evergreen Campaign: Customize

In it’s simplest form, an evergreen campaign is the creation one campaign that promotes a product targeting a small number of people who just performed a trigger action for a limited amount of time. But you can customize how this is done.

If the number of people in your trigger audience is just too low, feel free to increase the duration of the custom audience from 10. Or if you’re satisfied with the volume, you can lower the duration to further limit waste.

You can also make this a campaign funnel, as discussed in my original post. Instead of one ad, it could be a series of several ads. In that case, you’ll need to creatively use durations to make this work. Go back to my original post for details!

Your Turn

Create your own evergreen campaign. What were your trigger and final objective? How is it performing?

Let me know in the comments below!

The post How to Create a Basic Evergreen Facebook Ad Campaign appeared first on Jon Loomer Digital.

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6 Ways I Use Facebook Ad Targeting Fri, 24 Mar 2017 04:05:09 +0000 Facebook ad targeting is the primary reason for success or failure of ads. Here are six specific ways that I use Facebook ad targeting for optimal results.

The post 6 Ways I Use Facebook Ad Targeting appeared first on Jon Loomer Digital.

Facebook ad targeting is one of the primary reasons why ads fail or succeed. You could have the perectly crafted ad, but you shouldn’t expect it to work if it’s targeting the wrong people.

While I could go on and on about the various ways that you can target with Facebook ads, I thought it would be more useful to profide specific use cases and show precisely the ways that I use my primary Facebook ad targeting methods.

So allow me to walk you through how I use my six primary targeting methods…

1. Target Most Frequent Website Visitors

Use Case: Promoting a Webinar

Targeting is always a balance of quantity and quality. It’s an understanding that the further someone goes down your funnel, the more likely they are to perform an action. But the further you go down your funnel, the fewer people there are who can be targeted.

So when we talk about collecting email addresses, we’re somewhere in the middle. I could target all of my website visitors. I’ll admit that I’m spoiled that this particular audience size is quite large. But I recognize that not everyone who visits my website is likely to provide an email address.

Since I’m lucky enough to have the traffic, I can be a bit picky. So when promoting a webinar, for example, I’ll focus only on those people who visit my website most frequently. In particular, that cuts out accidental clicks and those who won’t recognize my brand.

There are two primary ways to do this…

Time on Site (25%): One of the best ways to isolate your most active website visitors is by selecting the “Based on time spent on your website” option. You could choose from the top 5%, 10% or 25%.

Facebook Ads Time on Site

Those with especially amazing traffic could focus on the top 5% or 10%. I’d like to get more volume here, so I’m focusing on the top 25%.

Website Visit Frequency (3): Another way to focus on your most active visitors is to target an audience of people who have visited most frequently. This is an option found within Custom Combination

Facebook Ads Website Visit Frequency

In this case, I’ve created an audience of anyone who has visited any of my related websites at least three times during the past 180 days.

By doing this, I can isolate my ad spend on people most likely to perform the action I want — realizing that those who are less familiar with me are simply less likely to convert.

2. Target Those Who Registered

Use Case: Promote a Product

I realize I’m somewhat abnormal with this approach, but when I promote a product to sell, I focus on those people who are furthest down my funnel. I don’t waste my time and money on people who don’t know me — or even don’t know me that well.

First, the obvious reason: People who know me best are most likely to buy. But another reason that goes overlooked is that even if an audience of people who don’t know me “works” well (good ROI), these people are most likely to be dissatisfied.

I’m not suggesting that I get a lot of dissatisfied customers. Instead, it’s simply understandable that someone who knows me, my style and my approach is more likely to know what to expect from a product than someone who hasn’t yet been exposed to me.

An example of how I use this is when promoting my Facebook pixel 4-week training program. I also host a near-monthly free webinar called Keys to Success. One of the primary focuses of that webinar is the Facebook pixel.

Of course, I also mention the training program to those who attend the webinar. So this audience has already been warmed up to the training program.

Clearly, then, a prime audience to target when promoting this training program is those who registered for the free webinar. So what are the ways we’re going to do this?

Website Custom Audience (180 Days): One way to use Website Custom Audiences is to create an audience of the people who were redirected to a thank you page following a registration.

Facebook Website Custom Audience Registration

Facebook Lead Ad Registration (90 Days): I also used Facebook lead ads to promote this webinar. So I’d want to be sure to target anyone who registered that way. Luckily, Facebook provides Custom Audiences for those who open and register via that method.

Facebook Lead Ads Registration

Data Custom Audience: Finally, I created a Data Custom Audience of all email addresses collected from those who registered. I keep that audience synced with a third party tool to be sure that it is always up-to-date.

Facebook data Custom Audience Registration

Why use all three? It’s really pretty simple. None of these three is perfect. Well, if everyone registered via the lead ad form, that would be close to perfect. I could target everyone who opened and submitted via that form with high confidence. Although, the longest duration is 90 days, so I couldn’t do that beyond the 90-day window.

Data Custom Audiences are far from perfect. The email address provided when registering isn’t always the email address found in someone’s profile. In fact, it typically matches up only 50% of the time. So you lose a lot of people that way who aren’t being targeted if you rely only on Data Custom Audiences.

Website Custom Audiences are excellent in that they aren’t based on email addresses. It’s much closer to a 100% match, but you still have people who register via different devices or surf incognito. And WCAs expire after 180 days.

So the best solution is to combine all three and get as close to 100% of all registrants as possible.

Custom Audience Targeting

If you’re curious, I also use the Reach objective with Reach optimization in this case so that my ads reach everyone within my audience, as opposed to Facebook picking and choosing (as they would when optimizing for conversions, clicks or other actions).

3. Target Those Who Visit a Web Page

Use Case #1: Entrepreneur Topic

When creating a Website Custom Audience, you can focus on people who visited a particular web page — or web pages with a common string in the URL.

Website Custom Audience for All Pages Including “entrepreneur” (180 Days): This came in handy for me recently when I started writing about entrepreneur topics. Since not everyone who visits my website is an entrepreneur, I wouldn’t want to target all website visitors when promoting content on that topic.

Facebook Website Custom Audience Entrepreneur

For this to work, I make sure that all blog posts on the entrepreneur topic have “entrepreneur” in the URL.

Entrepreneur Audience Targeting

I’ve also been creating an audience of people not interested in the entrepreneur topic. They click a link telling me that when I promote these posts via email.

Use Case #2: Promoting a Blog Post

There is yet another form of Website Custom Audiences that I use for promoting a blog post. In this case, it’s all about excluding…

Excluding Those Who Read It (180 Days): Another way I use Website Custom Audiences is to limit waste. When promoting a blog post, I’ll exclude those who already read that post.

Immediately after publishing a new blog post, I’ll create a Website Custom Audience for it…

Post Audience Exclusion

And here is the targeting and excluding in action. I’m targeting the people who spend the most time on my website, but excluding those who already read the post.

Post Audience Exclusion

Use Case #3: Evergreen Campaigns

This is a LONG story. The short version is that I show an ad or series of ads to people after they perform a trigger action. This limits or eliminates showing the same ads to the same people for a long time. This works thanks to Website Custom Audiences and durations.

Read this blog post to learn more about evergreen campaigns.

4. Target Those Who Engaged With a Page

Use Case: Promote Blog Posts

Another way to promote blog posts is to target those who engage with your content on Facebook. While it may seem logical to focus on those who have read your blog posts in the past, those same people may not regularly engage with content on Facebook.

People Who Engaged With Any Post or Ad (365 Days): Theoretically, you could do two different things here. You could create an audience of anyone who engaged with your page at all. That will be the largest possible audience. But you could go straight to those who engaged with any post or ad, too. Those would be most relevant.

People Who Engaged With Any Facebook Page Post or Ad

When I promote a blog post about Facebook ads, this is always one of the two audiences I target (within separate ad sets).

People Who Engaged With Any Facebook Page Post or Ad

And of course, I’ll exclude those who already read it.

People Who Engaged With Any Facebook Page Post or Ad

5. Target Those Who Messaged a Page

Use Case: Messenger Placement Ads

Advertisers can now place ads within Messenger. While this may be intrusive, it can also be very effective.

People Who Sent a Message to Your Page (365 Days): One powerful new targeting method is reaching those who sent a private message to your page. This is found within the Page Engagement Custom Audiences.

Facebook Message Custom Audience

You can use this when selecting the Messenger placement.

Facebook Messenger Placement

When you choose Messenger placement, you’ll notice that you’re required to only target those who messaged your page before.

Facebook Messenger Placement

That is taken care of with that handy audience we just created of people who messaged your page before.

Of course, that audience may be incredibly small. It will be for most pages. So how do we increase the size of that audience to make this all worthwhile?

Create a Messenger destination ad.

Facebook Messenger Destination Ad

A Messenger destination ad looks a lot like a typical link share ad, but it drives people who click on it directly into a conversation on Messenger. Once that happens, they will be added to an audience of those who have messaged your page.

Combining Messenger destination ads with Messenger ads utilizing the “anyone who messaged my page” Custom Audience can be a very effective strategy.

6. Target Those Who Watched a Video

Use Case: Video Funnel

Maybe you don’t get much website traffic. In that case, the value of Website Custom Audiences is limited. Maybe your page doesn’t get a ton of engagement. Again, that would limit such audiences.

That’s where video comes in…

People Who Have Watched At Least X% of Your Video (365 Days): Video Engagement Custom Audiences can be a very efficient way to build an audience of people who have engaged with you. Video tends to be an inexpensive way to get engagement, and you can build an audience off of that engagement quickly.

Facebook Video View Custom Audience

You can use view times of 3 seconds, 10 seconds, 25%, 50%, 75% or 95%. What you use depends on a combination of length of the video, sample size and a balance of quality and quantity.

The video below was only 21 seconds long, so my focus was on 95%.

Facebook Video View Custom Audience

Once someone watched that first video, they were automatically sent through a Facebook ads funnel of three more ads.

Your Turn

Any other targeting methods that you find useful that are missing from this list?

Let me know in the comments below!

The post 6 Ways I Use Facebook Ad Targeting appeared first on Jon Loomer Digital.

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Entrepreneurs: How to Overcome the Fear of Public Speaking Thu, 23 Mar 2017 05:44:19 +0000 I was once petrified of public speaking. The thought of speaking in front of a group paralyzed me. While it's still not easy, I've managed it. Here's how...

The post Entrepreneurs: How to Overcome the Fear of Public Speaking appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

As I type this, I will be speaking for a rather large group in 12 hours at Social Media Marketing World in San Diego. I’d be lying if I told you I’m not nervous. I still have nerves. But my reaction to public speaking is nothing like it once was.

My horrific memories are vivid. It could be a school class report. An update for the board of directors. Or a simple conference call. My chest tightened up. I could hardly breathe. I shook and struggled to make it through.

It was embarrassing. To this day, I don’t know how noticeable some of this was. But it tore me up inside. I was absolutely petrified of any type of public speaking.

And let me be clear: Public speaking wasn’t limited to speaking in front of large groups. As mentioned above, it involved moments in front of small groups or when it was only me and a phone.

Today, I don’t love public speaking. I’ve learned to enjoy it. I’m still no pro and will tend to be a little shaky at times. But I no longer panic for weeks ahead of time. And that’s huge progress.

If you’re an entrepreneur, you’ll undoubtedly run into at least an occasional public speaking opportunity. While I don’t think you should ever feel like you absolutely have to do it to advance, there certainly is a benefit.

So how did I move beyond this paralyzing fear? It didn’t happen overnight. It was a process. But I can trace it back to these things…

Record Videos

This is going to sound crazy to anyone who doesn’t deal with this anxiety, but even the act of recording a video was once very difficult for me. I’m not talking about live videos either. I’m talking about a situation where it’s just me and a camera. No one else. Pre-editing.

You can probably still see it when you watch my earlier videos. I struggled through. But I recorded video after video after video. Eventually, I’d get more comfortable.

As is the case with public speaking, I wouldn’t say that I love recording videos today. But it’s no longer difficult. I don’t stress over it. I can do it if I have to, and it may appear easy from the outside.

That is only possible due to the experience of recording many videos over the years. If camera time is too much for you, start with a screen share video where only your voice is audible. Then work your way from there.

Make no mistake, I prefer recording my screen only!

Record Podcasts

Like videos, starting a podcast wasn’t easy for me. It’s hilarious when I think back on it. I hit record, and no one else was listening. And yet, my voice was shaking.

But I’ve recorded well over 100 podcasts now. Maybe 200. And I’ve been a guest on close to 100 more. That experience helps a whole freaking lot.

One reason this helps is that I begin to have a routine. When I’m a guest, there’s a common story I tell. I’m never starting from scratch.

When I record my own podcasts, I cater to my own strengths and weaknesses. I keep it casual (that’s why it’s the Pubcast!). But it is somewhat structured, and I have certain things I always say at the beginning and end. Routine is important.

Like videos, podcasts help me with my ability to present for an audience. But since podcasts are more spontaneous than the typical video, they have likely done more to prepare me for speaking for a live audience.

Host Webinars

The parallels may be closest between hosting webinars and public speaking. In both cases, you may use slides (I do). The presentation still must change when speaking for a live audience, though. When you have a crowd, you need to engage more with the people in front of you.

But webinars have been critical to my development as a speaker. I host a webinar for the Power Hitters Club every week (now 145 of them!). I also host one or two live free webinars nearly every month.

This has gone a long way to helping me develop a voice. I also get a better sense for flow and rhythm — how long I should spend on each slide or topic, what is too fast or too slow.

Hosting live webinars is great practice for anyone looking to do public speaking.

Be Prepared

There’s no replacement for being prepared. One reason for the fear of public speaking is the fear of the unknown. I fear the worst possible thing that could happen.

What if my slides don’t work? What if someone asks me a difficult question? What if my presentation ends too soon?

I need to be confident in my content. I need to practice giving that presentation, even if it’s just for myself or in the mirror. I time it. And I edit anything that doesn’t flow properly.

Avoid Reading

One source of anxiety is feeling like you have to get everything perfectly. Every word. Don’t do that.

I have slides, but they are there as a guide to keep me on task. While my slides tend to have a lot of words, I don’t just read them. Each sentence is a jumping off point to another point that needs to be made.

More than half of your speaking needs to be off the cuff. You are responding to the slides and to the audience. If you know the content this well, you are less likely to be nervous.

Rest Well, Eat Well

I try to have a routine the night before and day of my presentation. I speak tomorrow, so I’ll get to sleep by about 11pm. I’m not going out tonight, even though there are pre-conference parties going on.

After eight hours of sleep, I’ll get up and run at 7am. I’ll grab breakfast with close friends. I’ll practice my presentation two more times. I’ll walk and clear my head with those same close friends. And then I’ll finally give my presentation.

It may sound like a process. It may be unnecessary for some. But that’s necessary for me, and probably for many who deal with this type of anxiety.

Your Turn

To be clear, I’m not a public speaking pro. I choose to only speak two or three times per year — for many reasons, but the stress and anticipation can be unhealthy for me. I do speak for some rather large groups. And you know what? When it’s all said and done, I have a blast doing it.

Do you deal with public speaking anxiety? Any other tips you’d add?

Let me know in the comments below!

The post Entrepreneurs: How to Overcome the Fear of Public Speaking appeared first on Jon Loomer Digital.

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How to Share a Facebook Advertising Audience or Pixel Fri, 17 Mar 2017 21:13:30 +0000 If you're a consultant, agency or are a brand working with a consultant or agency, you may need to share Facebook ad audiences or pixels. Here's how...

The post How to Share a Facebook Advertising Audience or Pixel appeared first on Jon Loomer Digital.

If you are a consultant, work for an agency or ever need to advertise for others — or are a company working with someone who manages your Facebook ads — you may run into the need for sharing a Facebook advertising audience or pixel.

As we move forward, we’ll look at this from the perspective of the consultant, agency or entity that needs access to the pixel or audience.

Let’s take a closer look…

Why Share Audiences and Pixels?

If your client is an established brand that has advertised via Facebook before, they likely have the Facebook pixel on their website. They also likely have audiences that they have used before that have proven to be successful.

As a new advertiser working with this client, you can start from scratch with a new audience or leverage what was created before. Starting from scratch for a Website Custom Audience would mean adding a new pixel to the site, which is messy and won’t go back in time.

At this point, the client could add you to their ad account. However, that would likely give you access to things they don’t want you to access — like prior advertising, other pages and financial information.

Or they could add you to their Business Manager to simply grant you access to a specific audience or pixel. Let’s do that!

Add an Ad Account to Business Manager

Hopefully, that client is already using Business Manager. If not, this will be required to do what we’re going to do today. Have them set up a new Business Manager account by going here.

Now, they can go to their Business Manager Settings.

Business Manager Share Audiences

Go to Ad Accounts under People and Assets.

Business Manager Share Audiences

Click the blue button at the far right to “Add New Ad Accounts.”

Business Manager Share Audiences

They’ll want to claim an ad account or request access to an ad account.

They’d only claim an ad account if that account is associated with their business — they own it.

Business Manager Share Audiences

But in this case, they’ll likely want to request access to your ad account. After selecting to request access, they’ll need to enter in your ad account ID.

Business Manager Share Audiences

Share the Facebook Pixel

Now that your ad account has been added to Business Manager, it’s time to share the pixel.

Your client should go to “Pixels” under People and Assets.

Business Manager Share Audiences

Select the pixel on the left and click to “Assign Ad Accounts.”

Business Manager Share Audiences

Select the ad account(s) to assign this pixel to…

Business Manager Share Audiences

Now you and those who manage that ad account can go to the Pixels page in Business Manager…

Business Manager Share Audiences

And you will see all pixels that you can access. There will be a column highlighting the shared pixel(s).

Business Manager Share Audiences

You will now be able to create an audience or conversion off of that pixel or set up that pixel (you should probably do that first).

Business Manager Share Audiences

Share an Audience

Maybe instead of sharing the pixel, you want to share an established audience. That’s pretty easy to do, assuming your ad account was added to the client’s Business Manager.

Within “Audiences,” your client should select the audience or audiences they want to share, and click “Actions.” Then select “Share.”

Business Manager Share Audiences

They will need to select your ad account (entered into Business Manager earlier) to grant access to that audience.

Business Manager Share Audiences

They can allow access to both targeting and insights or targeting only.

Business Manager Share Audiences

Now when looking at audiences from your ad account, you will see the shared audience — and a column indicating where it was shared from.

Business Manager Share Audiences

Follow the Rules!

If you are ever going to share a pixel or audience, my assumption is that you will be following Facebook’s guidelines regarding pixels and custom audiences. If a client shares a pixel or audience with you, you must only use that data when advertising for them.

Why do I need to say this? Because I know how some advertisers are. They have two clients in the same similar industry. One has an established audience with loads of web traffic that lead to success. The second has nothing. You can’t use that data from the first to advertise for the second.

Seems obvious, I hope, but it needed to be said.

Your Turn

Any questions about sharing audiences or pixels? Let me know in the comments below!

The post How to Share a Facebook Advertising Audience or Pixel appeared first on Jon Loomer Digital.

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Entrepreneurs: 7 Reasons Why Content is Required Thu, 16 Mar 2017 21:29:47 +0000 If you are an entrepreneur looking to start or supercharge your business, focus on content. Here are seven important reasons why...

The post Entrepreneurs: 7 Reasons Why Content is Required appeared first on Jon Loomer Digital.

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

If you are an entrepreneur with a website, content is required. The inclusion of content humanizes your brand, provides proof of expertise and builds trust.

My website and business are prime examples of this. I am passionate about this topic because I’ve seen what a benefit content can be. I would never attempt to start a business without it.

I try to imagine if I had taken the short-cut approach. Many marketers in my field rely on sending people to a landing page to collect an email address and skip the content.

My traffic would be dramatically lower. My email list would be smaller. The remarketing power would be a fraction of what it is today. Most importantly, the level of trust and engagement would be nearly impossible to replicate.

I understand that my perspective comes from the info marketing and education industries. So my approach doesn’t apply to everyone equally. But I do feel strongly that all businesses should apply at least some piece of this approach.

I often hear from marketers who argue that they’ve found success without creating content. First, you’re in the extreme minority. Second, I contend that your level of success could be multiplied by adding in a layer of content.

Let’s take a closer look at the seven primary reasons why content is so important for a business website…

1. Prove Your Expertise

This is precisely one of the primary goals of my website. If I only sent you to a landing page for a product or opt-in, how do I prove to you that I know what the heck I’m talking about?

These free blog posts are my opportunities to do just that. The first time you clicked a link to visit this website, you may not have considered providing me with an email address. But after reading a no-strings-attached blog post helping solve a problem, your mind may have been changed.

A landing page, by itself, is mostly fluff PR. It’s very difficult to prove that you know anything.

But a blog post that doesn’t hold back information is a great vehicle for showing your reader the level of your understanding on a topic.

2. Highlight Complexity

I’ve often been criticized for giving away too much for free. Why would someone buy a training program, sign up for a one-on-one or join an exclusive community when they can just read my blog?

I find this to be a silly argument. Some people will never buy from me. Some people will rely only on my free content. That’s fine. They’re welcome to it.

But by writing close to 1,000 blog posts over the years, my blog highlights the complexity of this topic. There isn’t a simple formula to success. Things are constantly changing. It’s incredibly difficult to keep up!

As a result, those who read my blog appreciate how complex this topic is. They suddenly start to realize how much they don’t know. And they want to do all they can to sharpen their skills.

That, ultimately, leads to my paid products.

3. Attract Future Customers

Some marketers are hell bent on collecting an email address or squeezing as much revenue out of a single person today. It’s a short-term approach.

But I realize that you may not be ready to register for something of mine today. You may not want to buy something from me today. It may be because you don’t yet have the need or resources. Or maybe the level of trust isn’t there yet.

One blog post may be enough for you to realize that one of my paid products could benefit you. Or maybe it will take 10 blog posts. Or 20. Or you’ll never reach that point. Everyone is different.

A goal of this blog is that when you or a friend are suddenly in need of help with Facebook advertising education, my name comes up first. And that only happens due to a long-term commitment to content.

4. Build an Email List

Oh, I know. You don’t create content. You focus only on driving people to a landing page to build your email list. You’ve cut out the unnecessary work.

But no…

If you don’t create content, why would someone go to your landing page? It’s usually because you pay to drive that traffic. And costs to drive that traffic tend to be high.

When you visit my website, there tend to be multiple opportunities to provide an email address. Not in an intrusive, annoying, hard-sell way. But there are opportunities.

These pages get more than 200,000 unique visitors per month. A large percentage of that traffic is organic. And a nice chunk of those visits result in a new email subscriber.

Content helps me build my list efficiently in another way…

5. Build a Remarketing Audience

Who is more likely to provide an email address: 1) Someone who has never heard of you before or 2) Someone who visits your website frequently?

Yeah, it should be obvious. It’s the person who comes to your website frequently.

And keep in mind that the quality of the email address from a frequent website visitor should also be much higher. There is equity built with that relationship.

When I target people who have visited my website before with an opt-in opportunity, my costs and success rate are significantly better than targeting a cold audience. Of course they are, right?

It’s an unfair advantage, really. I get enough traffic now where I can focus not only on any website visitor, but my most engaged website visitor. Results improve even more.

6. Create a Traffic Engine

It took years of refining and figuring out my process, but I now have a well-oiled machine. It’s a traffic engine that keeps on working.

It’s not magic. It’s not a secret formula. It’s all very logical why it works. But it works incredibly well.

It functions like this…

I create and share content.
Remarketing audience grows.
Email list grows.
I promote content and opt-ins to remarketing list.
I promote product to email list and remarketing list.
I create and share content.
Remarketing audience grows.
Email list grows.
I promote opt-ins to remarketing list.
I promote product to email list and remarketing list.
I create and share content…

Every time I create new content, this process repeats. I share it to my Facebook page and Twitter. I promote it with Facebook ads. I share it to my email list. Those who visit may share with their friends.

My email list is constantly growing. The traffic is constantly churning. And I always have a warm audience of people who are willing to buy from me.

7. Build Loyalty

People hold no loyalty for a logo. No loyalty for a landing page.

But every piece of content you create is an opportunity to build on a relationship. Trust increases. Loyalty increases.

When someone purchases a product from me, I don’t want it to be because I did a good job of convincing them to buy from a landing page. I don’t want it to be someone who stumbled on me for the first time, and I talked them into it.

This type of customer — this type of sale — is the highest risk for me. They are much more likely to result in dissatisfaction. It’s not worth the additional effort. I’d rather you don’t buy in the first place.

But if you know me — if you’ve read my blog for some time, have been on my email list and attended a free webinar or two — you know what I’m all about. You know what to expect. You are much more likely to hold a sense of loyalty.

Not only are you more likely to benefit from your purchase, you are more likely to buy again. That’s what I want.

Quality Matters

With all of this talk about content, understand that quality matters. This should be obvious, but it isn’t to everyone. You can’t just create any old content and expect the “traffic engine” to fire on all cylinders.

While volume of content matters, focus on quality first. If you prioritize volume, you risk doing damage to your brand and reputation, impacting level of trust and loyalty.

Content Types

While my focus has been on my blog, know what you do best. You can also create content via videos or podcasts, for example. Just know that a blog may be most efficient.

That statement may be out of ignorance due to results I’ve seen, but the impact from my blog vs. podcasting and video isn’t even close.

Find Your Content Focus

I wrote about this topic already, so we won’t re-write it here. But a quick refresher is in order.

You need to think about…

  1. What is your topic of expertise?
  2. What are the questions your customers and potential customers are asking?
  3. What topic provides volume of content opportunities?
  4. What information may be valuable to your target audience?

This is a start. Experiment to find what works and what doesn’t. But read that blog post on content focus for a deep dive exercise to help lead the way.

Your Turn

Content drives my business. I would have nowhere close to the level of success I’ve enjoyed without it. So I hope that this helps convince you of the importance of content and gives you some early ideas for your own content plans.

Anything you’d add? Let me know in the comments below!

PHC – Entrepreneurs

I’ve been planning an exclusive community only for entrepreneurs. Is this something that you’d be interested in?

The details are coming together, but it would build off of my current Power Hitters Club model that I use for Facebook advertising communities. The foundation would be a helpful, supportive, private community of entrepreneurs like you. Your “go-to” resource for sharing and getting answers. It would also likely include some type of content — potentially regular webinars or guides for members only.

If you’d be interested in something like this, simply fill out the form below or go here to join the wait list. You’ll be the first to know when the community is ready, and you’ll also be an important contributor to what is eventually rolled out.

The post Entrepreneurs: 7 Reasons Why Content is Required appeared first on Jon Loomer Digital.

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How to Create Facebook Ads for Instagram Stories Fri, 10 Mar 2017 18:33:12 +0000 Facebook advertisers can now reach users within Instagram Stories. Here's everything you need to know and how to create them...

The post How to Create Facebook Ads for Instagram Stories appeared first on Jon Loomer Digital.

Facebook advertisers now have the ability to create ads that reach users within Instagram Stories. Here’s what you need to know…

Instagram, as you know, is owned by Facebook. Instagram Stories are collections of images and videos that users create, similar to SnapChat Stories. If you are old (hey, settle down — I’m old, too), just know that this is all the rage and something the kids are doing these days. Facebook not only copied it for Instagram Stories but started doing the same for Messenger Day.

So… You want to create Facebook ads for Instagram Stories, eh? Let’s get to it…

Facebook Ads for Instagram Stories: Background

Facebook advertisers can now select Instagram Stories as a placement when running ads within Power Editor, Ads Manager or tools utilizing the Facebook ads API. Advertisers can place an ad image or video (up to 15 seconds) between Instagram Stories.

Of course, you won’t be able to choose which Instagram Stories feature your ad, just as you can’t choose which video, app or website it appears in or on.

Connect Your Instagram Account

If you haven’t yet connected an Instagram account to your Facebook ads account, you’ll need to do this first. Go to your Business Manager settings…

Facebook Ads Instagram Stories

Select “Instagram Accounts” under “People and Assets” on the left.

Facebook Ads Instagram Stories

Click to “Claim New Instagram Account.”

Facebook Ads Instagram Stories

Enter your Instagram login credentials…

Facebook Ads Instagram Stories

Select the ad account(s) that you want to access this Instagram account…

Facebook Ads Instagram Stories

Now you should be good to go!

How to Create Facebook Ads for Instagram Stories

Within either Power Editor or Ads Manager, create a campaign using the Reach objective.

Facebook Ads Reach Objective

On the ad set level under placement, you may now see a message about creating ads for Instagram Stories…

Facebook Ads Instagram Stories

You’ll want to edit placement to include only “Stories” under “Instagram.”

Facebook Ads Instagram Stories

Once you make that selection, other placement options will uncheck (you can’t use other placements in addition to Instagram Stories).

At the ad level, you’ll have the option of including a single image or a single video…

Facebook Ads Instagram Stories

If using a single image, Facebook recommends 1080 x 1920 pixels (9:16 aspect ratio) with little or no text.

Facebook Ads Instagram Stories

If using a single video, it can’t be more than 15 seconds long with a file size of 2.3 GB. It also needs to be a 9:16 aspect ratio and at least 720p quality.

Facebook Ads Instagram Stories

You’ll then need to either select an Instagram account or have the ad come from your Facebook page.

Facebook Ads Instagram Stories

Enter tags or tracking if you want, but otherwise you’re all set to launch a Facebook ad within Instagram Stories.

Disadvantages of Facebook Ads in Instagram Stories

In the final step above, you may have spotted the potential disadvantages of running ads within Instagram Stories: You can’t promote a link or add text.

You are limited to a single image or a single 15-second video only. Your message is going to come from that creative, and nowhere else. You will have no opportunity to send people to your website.

Ways to Use Facebook Ads in Instagram Stories

Since there isn’t (currently) an opportunity to send traffic with your Facebook ads in Instagram Stories, this is purely an awareness play. And given that the only objective you can (currently) select is Reach, this shouldn’t be a major surprise.

Your image or video needs to make a memorable statement. And since Facebook doesn’t like images with text, that may prove challenging without the use of a video.

In most cases, I’d recommend utilizing the video format. You have 15 seconds to tell your story and make an impression.

This wouldn’t be an ad unit to lean heavily on for sales and traffic, obviously. But it could be a first step in a product launch to get the attention of a potential audience.

My assumption is that you could create an Engagement Custom Audience of those who have watched the video. That would then allow you to create a second ad that targets those who watched it featuring a link to your product (or website).

Your Turn

Do you have the ability to create ads within Instagram Stories yet? How might you use it?

Let me know in the comments below!

The post How to Create Facebook Ads for Instagram Stories appeared first on Jon Loomer Digital.

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